FIFA WC: First 26 matches attract 117 mn viewers on TV, digital

MUMBAI: The first 26 matches of the ongoing FIFA World Cup 2018 has garnered over 117 million viewers across 26 matches on TV and digital, official media rights partner Sony Pictures Networks India (SPNI) has claimed.

The tournament is being telecast live on Sony Ten 2, Sony Ten 3 and Sony ESPN channels and live streamed on SonyLIV app & website.

The tournament has been watched by 99.3 million viewers (BARC, All India, CS2+, LIVE matches + wraparound shows + highlights + repeats + surround programming of FIFA World Cup, SPN Sports Network) with over 18 million viewers live streaming it on SonyLIV.

The top markets in terms of reach for LIVE matches on TV West Bengal (14.8 million), Kerala (14.5 million), North East (8.4 million), and Maharashtra (7.1 million).

The female audience has contributed to 46% of the reach of the tournament.

Local language feeds (Hindi + Malayalam + Bengali + Tamil + Telugu) have contributed to 46% of the overall viewership.

As many as 6.8 million viewers in Kerala samplee the Malayalam commentary and 5.4 million viewers in West Bengal samplee the Bengali commentary.

According to Sony, the interest runs high for the tournament in rural markets, with 41% of the total reach coming from rural India.

The Germany vs Mexico match telecast on June 17 at 8.30 pm is the most watched match of the tournament so far with 7 million impressions.

Average viewership for prime-time games (8.30 pm and 9.30 pm) has been 4.8 million impressions.

Each viewer has spent an average of 145 mins on the tournament in the first nine days.

SPNI president sports and distribution Rajesh Kaul said, “Our regional commentary accounted for 46% of the overall viewership which shows a deep penetration and high impact that the football tournament has made with our viewers. Our strategy of engaging viewers and catering to their convenience with local language feeds has helped us expand the market and reach out to a wider fan base.”

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