MUMBAI: The third edition of the Indian Premier League (IPL) has managed a cumulative reach of 108 million viewers in just 14 matches, demonstrating that the T20 league is fast replacing other cricketing content as the hottest property.

The IPL in its inaugural edition had reached 77 million viewers in 14 matches, and then gone on to amass 96 million viewers in its second season.
 
The third edition of the IPL, currently on display, took 10 matches to reach 100 million viewers compared with 51 matches in the first season and 23 matches in the second season, signaling the growing popularity of the T20 format for TV viewers. 
 
Tam data, in fact, shows people are tuning in to the games even on weekdays and not just on weekends or holidays. Interestingly, the top-rated match this year was recorded on a Wednesday as the contest between Mumbai and Delhi earned a TVR of 6.24 on 17 March.
 
The average TVR this year is 4.69, which is slightly lower than the TVR of 4.97 in the first year. In the second year, the TVR was 4.52.

It is somewhat surprising that 40 per cent of the IPL’s viewership is coming from the 35+ TG. The SEC split is relatively even, as indicated by the Tam data.