NEW DELHI :
A total of 283 million viewers watched first eight matches of the 12th edition of Indian Premier League (IPL) which kick-started on 23 March. The viewership is up by 15% from last year, claimed league’s official broadcast partner Star India quoting BARC data.
Television viewership touched 33.1 million average impressions registering a growth of 28%. Impressions refer to the number of individuals in thousands of a target audience who viewed an event, averaged across minutes.
Star stated that its regional broadcast push has further fuelled IPL viewership growth with Hindi speaking markets (HSM) growing by 32% and South growing by 19% over 2018. As a part to enhance the regional viewership, the network is telecasting matches in eight languages including English, Hindi, Tamil, Telugu, Kannada, Bengali as well as Marathi and Malayalam on Sundays.
Star, which is broadcasting kids and family focused feed called Super Funday on Star Gold, said that there has been a growth of 41% in viewership amongst kids over last year touching 5.1 million impressions.
Female viewership - above 15 years - also witnessed a upswing, growing at 27% to reach 11.8 million impressions while male viewership grew at 24% to account for 15.9 million impressions.
In an earlier interview to Mint, Gautam Thakar, chief executive, Star Sports said that although media experts have raised concerns around disruption in TV viewership owing to the Telecom Regulatory Authority of India’s new tariff order, the numbers are encouraging.
The network, which earned close to ₹2,000 crore from IPL 2018 is expected to touch ₹2,500 crore in ad revenue in IPL 2019, according to media buyers’ estimates.
Star is currently airing IPL live across 24 channels, up from 10 channels last year. The channels include network’s sports channel Star Sports across languages. It is also broadcasting some matches on movie channel Star Gold (Hindi), Star Maa Movies (Telugu), Hungama (kids), Vijay Super (Tamil), Asianet Plus (Malayalam), Star Suvarna (Kannada), Jalsha Movies (Bengali) and Star Pravah (Marathi).