New Delhi: The BARC data for the first ten matches show that the 16th season of the Indian Premier League is continuing to experience a decline in TV viewership. On Digital, however, there has been a significant increase in viewership.
While IPL ratings grew on TV between 2018 and 2020, the ratings have continuously declined, dropping to as low as 3.68 TVR last season. The 4.72 TVR achieved this season is the 2nd lowest in the last six seasons, despite telecasting matches on FTA. (TVR = Percentage of the target audience who viewed the matches, averaged across match duration). In terms of reach, IPL Season 16 has reached 274 Million viewers, of which 25 million were added from OOH and FTA channels. Without OOH & FTA viewers, IPL Reach is the 2nd lowest in the last six seasons.
On digital, IPL is turning out to be a totally different story with record-breaking numbers. On April 12, Chennai Super Kings vs Rajasthan Royals TATA IPL 2023 match on Digital (JioCinema) clocked the highest-ever concurrent viewership of 2.3 crore viewers. The previous record is of 1.86 crore viewers on Disney Hotstar during the finals of the 2019 season.
As per TAM & BARC, advertisers on TV during IPL have also reduced by over 40 per cent dropping from 64 advertisers last year to 35. Whereas, The digital streaming of IPL has got record 23 sponsors and hundreds of advertisers.
Whereas, free streaming of IPL on digital for all viewers in India has resulted in a record-breaking number of views in the first week – over 550 Cr. This followed a robust first weekend which amassed 147 Cr. views, yet another record for being the highest-ever opening weekend for the TATA IPL on digital.
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(with inputs from ANI)
