IPL 2018 reached 371 mn viewers in opening week on TV, digital

MUMBAI: The opening week of Indian Premier League (IPL) 2018 recorded a whopping 371 million viewers on Star network and Hotstar.

As per the data provided by Star India, the television viewership stood at 288.4 million viewers for BARC 2+ U+R while the platform reach on Hotstar was 82.4 million viewers.

Unmatched in its sheer scale, the IPL 2018 broadcast has been reimagined on the Star India network offering fans a multi-lingual viewing experience in six languages Hindi, English, Tamil, Telugu, Kannada, and Bengali.

The tournament is being broadcast on 10 TV channels (Star Sports 1, Star Sports 1 HD, Star Sports 1 Hindi, Star Sports 1 Hindi HD, Star Sports 1 Tamil, Star Sports Select 1, Star Sports Select 1 HD, Jalsha Movies, Star Maa Movies, and Star Suvarna Plus) and live streamed on Hotstar with an aim to reach out to more fans across TV and digital than ever before.

Television reach for the opening week stood at 288.4 million viewers driven by 30% increase in reach in South. The audience demographic of Males 15+ AB, Urban registered 273 million impressions with a 23% growth versus year ago. The total Urban gross impressions witnessed a 17% growth at 854 million compared to last year.

The company said 40% of the viewers on TV were women which is a testimony to the universal appeal of IPL.

Hotstar registered a viewership of 82.4 million viewers on the platform with a phenomenal growth of 76% versus last year. The platform had 5.5 million concurrent viewers during the CSK vs KKR game on 10 April. This record was broken by the Mumbai Indians vs Royal Challengers Bangalore game which saw 6 million concurrent viewers on 17 April.

“We sought to re-imagine the way IPL was presented to fans and are delighted with how fans have responded across both TV and Hotstar, helping us set new viewership and conversation benchmarks. The consumption growth is a truly satisfying yardstick of unmatched fan delight and value for brands. Even though it is early days, this has already become the most watched IPL ever on a tournament to date basis, and we hope to continue to engage fans powered by localization and technology across TV and Hotstar,” Star India MD Sanjay Gupta said in a statement.

The broadcaster is eyeing Rs 2,000 crore ad revenue from IPL 2018.

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