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Business News/ Sports / Cricket News/  Disney Star sees surge in viewership for Tata IPL 2024 midway through season; strong numbers reported amid high-stakes
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Disney Star sees surge in viewership for Tata IPL 2024 midway through season; strong numbers reported amid high-stakes

According to data from BARC, after 29 matches, Disney Star reached 475 million viewers and logged 245 billion minutes of watch time, while JioCinema recorded over 12 billion views and 148 billion minutes of watch time.

 the broadcaster's television (TV) reach, comprising both urban and rural audiences aged 2 years and above, for live matches, grew 5% over 2019. (AFP)Premium
the broadcaster's television (TV) reach, comprising both urban and rural audiences aged 2 years and above, for live matches, grew 5% over 2019. (AFP)

Halfway through the Tata Indian Premier League 2024, Disney Star, the official broadcaster, reported a surge in viewership citing data shared by the Broadcast Audience Research Council (BARC).

According to Disney Star, the ongoing season has so far garnered 475 million viewers, and logged 245 billion minutes of watch time, marking an 18% increase from the previous season. 

Likewise, after the 29 matches, official streaming partner JioCinema recorded over 12 billion views and 148 billion minutes of watch time, up 42% from the same period last season. The average time spent per-viewer-per-match on Connected TV (CTV) surpassed 80 minutes.

Additionally, the broadcaster's television (TV) reach, comprising both urban and rural audiences aged 2 years and above, for live matches, grew 5% over 2019.

TV reach refers to the number or percentage of unique households or individuals who have tuned in to a specific television programme or channel within a defined time frame. It serves as a crucial metric to assess audience size and penetration, offering insights into the popularity and reach of the content.

Also read: Disney Star breaks records with IPL 2024 opening day viewership

Highest concurrent viewership for any league game in current & past seasons

According to the broadcaster, concurrent viewership reached 63 million for the Mumbai Indians (MI) versus Chennai Super Kings (CSK) match on 14 April, the highest for any league game in both current and past seasons. Furthermore, the match drew a total 174 million TV viewers, and logged 15.4 billion minutes.

In fact, MS Dhoni's remarkable performance and Rohit Sharma's century captivated audiences across platforms. JioCinema tallied an impressive viewership of over 715 million for the MI-CSK match, and logged 9.33 billion minutes, and 130 million viewers, eclipsing its viewership numbers of the 2023 IPL final.

Read also: IPL 2024 scores big: Smashes records with 350 mn TV viewership in first week

For this season, sponsors including Tata Motors, PayZapp by HDFC Bank, SBI, Cred, AMFI, Upstox, Charged by Thums Up, Britannia, Pepsi, Parle products, Google Pixel, Haier, Jindal Steel, Vodafone, Dalmia Cements, Kamla Pasand, Rapido, MRF Tyres, RuPay, and Jaguar Bath & Light have signed up on the streaming platform.

On TV, there are some exclusive sponsors with a degree of overlap. Key sponsors include Dream11, Asian Paints, Vimal, Thums Up Charged, Havells, Joy Cosmetics, Dettol, Harpic, Vanessa, Amul, Groww, RuPay Credit, HDFC PayZapp, Parle, and Mondelez.

 

Also Read: Cricket spirits soar, but IPL's ad rates are flat

However, Mint had earlier reported that ad rates have remained constant, with companies holding back on allocating their ad spends for the tournament due to the general elections, and the ICC Men's T20 Cricket World Cup scheduled for June in the US.

In April 2023, IPL organizers made a significant decision to split its rights into digital and TV packages for the 2023-27 cycle, forming partnerships with media giants Viacom18 and Star Sports. This move potentially contributed to stagnant growth due to a slowdown in advertising expenditure. 

 

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ABOUT THE AUTHOR
Varuni Khosla
Varuni serves as a Senior Assistant Editor at Mint. Her responsibilities encompass crafting compelling narratives that take a deep dive into hospitality companies, the business of art, luxury brands, the intricacies of the business of sports, advertising and marketing landscapes, gaming insights, tourism and travel industry trends. She also covers alcohol commerce. She is skilled at communication, meticulous research, and insightful analysis keeping contemporary shifts and advancements within the lifestyle and business domains at the heart of her work.
Catch all the Business News, Market News, Breaking News and Latest News Updates on Live Mint. Catch the live action on IPL 2024 with the complete IPL Schedule, and their IPL Points Table, also know who currently holds the IPL Purple Cap and IPL Orange Cap. Download The Mint News App to get Daily Market Updates.
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Published: 25 Apr 2024, 08:32 PM IST
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