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IPL 10’s rural viewership grows 59% over last year, says Sony

MUMBAI: Sony Pictures Networks India (SPNI), the official broadcaster of the Indian Premier League (IPL), has claimed that the first 23 matches of the tournament saw a 59% growth in rural markets.

Quoting BARC data for Week 16, the broadcaster said that rural markets had contributed 46% viewership to the IPL so far compared to 38% in 2016.

It must be noted here that the current year’s viewership figures are not comparable to previous year’s data since the BARC India universe has seen a major change with rural TV households overtaking urban TV households.

The tournament enjoys higher engagement in rural markets with average time spent per viewer of 69 minutes vis-à-vis 48 minutes last year, Sony said.

The first 23 IPL matches, which are being broadcast on Sony Max, Sony Six and Sony ESPN, has seen 34% growth at 23.2 million average impressions over last year’s 17.3 million average impressions after 23 matches.

The league has achieved a cumulative reach of 339 million in the third week of the tournament compared to last year’s reach of 289 million.

Sony Max continues to be the numero uno channel on all-India basis with 1.32 billion impressions. The channel has a 16% lead over Sun TV, which is the No. 2 channel in India.

Sony Six, which had broken into the top 10 last week, doesn’t figure in the list this week. However, the channel continues to top the sports genre with 45.53 crore impressions, followed by Sony ESPN at 11.69 crore impressions.