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The Economic Times

IPL 2019 breaks viewership records

MUMBAI: The recently concluded 12th season of the Indian Premier League (IPL) has broken all previous viewership records clocking a historic reach and time spent on television this year.

As per BARC India viewership data shared by broadcast rights holder Star India, a whopping 462 million viewers watched the 12th edition of the league on Star network channels between March 23 and May 12th. The reach of the tournament was up 12% compared to previous season.

Star aired the matches in eight languages and across 24 channels, besides movie channels on Sundays, which also resulted in a 15% jump in average per match impressions to 27.3 million. The total consumption increased from 300 billion minutes last season to 338 billion minutes in 2019, making it the highest ever in IPL’s history.

In the Hindi speaking markets as well as South India, consumption increased 14% and 10%, respectively to 234 billion and 104 billion minutes. Reach in HSM witnessed 17% rise to 287 million, while in South India, reach was up 3% to 175 million.

Female per match viewership jumped 14% to 9.8 million impressions, while male viewership was up 11% to 13.2 million average impressions.

BARC defines impressions as the number of individuals of a target audience, averaged across minutes. Reach is total number of individuals who viewed the event for at least one minute.

Star India’s Sunday feed, ‘Super Funday’, was viewed by 160 million people, while customised regional feeds were watched by 194 million viewers for a total of 75 billion minutes.

“This year, the strong regional strategy of having four independent dedicated language channels in Tamil, Telugu, Bangla and Kannada, the Select Dugout and Super Funday feed contributed immensely to the increased reach of IPL,” said Gautam Thakar, CEO, Star Sports.

On digital media, Star India’s video streaming service Hotstar recorded a reach of over 300 million viewers, with a peak concurrency of 18.6 million viewers for the final match between Mumbai Indians and Chennai Super Kings.
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