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IPL propels Sony Max to all-India leadership; 13 matches’ cumulative reach at 295 mn

MUMBAI: It’s turning out to be the best Indian Premier League (IPL) season for official broadcaster Sony Pictures Networks India, which is eyeing more than Rs 1,300 crore in ad revenue from the season.

Hindi movie channel Sony Max emerged as the most-watched TV channel in Week 15 on the back of the IPL, which has set the ratings table on fire.

Sony Max’s weekly impressions shot up 67.47% to 142.94 crore impressions, pushing it ahead of Sun TV, which had 124.74 crore impressions.

Across genres channels week 15 yr 17
SPNI’s sports channel Sony Six also entered the top 10 with 45.89 crore impressions. The IPL is airing on Sony Max, Sony Six and Sony ESPN.

Sony ESPN, though not in the top 10, was at the No 2 position in sports genre with 11.41 crore impressions.

SPNI, the official broadcaster of the IPL, garnered 24.4 million impressions during the second week compared to 18.1 million last year. Note that the IPL ratings cannot be strictly compared with last year’s ratings due to a change in the universe of BARC.

The IPL had a cumulative reach of 295 million viewers across 13 matches, making it the highest-ever cumulative reach in the 10 years of the tournament.

The tournament also managed a greater stickiness in 2017 with a 41% growth in time spent from 48 minutes to 67 minutes across the first 13 matches, the official broadcaster said.

The viewership of the IPL on Sony Six grew by 81% over the last year across 13 matches. The growth seen across the entire sports cluster (Sony Six, Sony Six HD, Sony ESPN, Sony ESPN HD) was 49% over the previous season.

The top 5 programmes in Hindi movie and sports genres were dominated by the IPL.

On Sony Max, the Kolkata Knight Riders vs Mumbai Indians game had the highest viewership at 19.3 million impressions. The Sun Risers Hyderabad (SRH) vs Mumbai Indians (MI) game notched 18.96 million impressions. The Royal Challengers Bangalore (RCB) vs Kings XI Punjab (KXIP) match garnered 17.29 million impressions. The KXIP vs KKR and the RCB vs Delhi Daredevils (DD) matches had 16.78 and 16.51 million impressions respectively.

Sony Six dominated the top 5 programmes in sports genre, with the SRH vs MI match garnering 7.39 million impressions. The RCB vs KXIP match clocked 6.84 million impressions. The match between DD and Rising Pune Supergiants attracted 6.4 million impressions. The RCB vs DD and the KKR vs MI matches had 6.21 and 6.01 million impressions respectively.