Television

Regional market contributes 22 per cent to Star's IPL viewership

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MUMBAI: The recently concluded Indian Premier League (IPL) final, aired across 17 different channels on Star India’s bouquet in eight different languages was a smash hit. According to the  Broadcast  Audience Research Council (BARC) All India data 2+, the contest between MS Dhoni-led Chennai Super Kings (CSK) and Sunrisers Hyderabad (SRH) garnered 55.6 million impressions.

The 2018 final witnessed a massive growth of 41 per cent as compared to the 2017 one between Mumbai Indians (MI) and Rising Pune Supergiant (RPS) that generated 39.4 million impressions.

The growth in numbers included the contribution from pubcaster DD Sports as well.

The regional market contributing 22 per cent to the total viewership is bound to delight the broadcaster, encouraging it to penetrate deeper into this market next season. Not surprisingly, the Hindi market led with 54 per cent of the viewership share, while English contributed 24 per cent of the total pie.

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The total impressions grew 15% from season 10 to 11. Sony Pictures Network with only five channels managed to garner 1.2 billion impressions, whereas Star India with 11 channels for the league matches and 17 channels for the final achieved 1.4 billion impressions.

The top three contests this season were match number one, three and the final. The opening match with 35.9 million impressions saw a growth of 37 per cent compared to opening match of season 10 between SRH and Royal Challengers Bangalore (RCB) which garnered 28.3 million impressions. The third match between RCB and Kolkata Knight Riders (KKR) clocked 35.1 million impressions.

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Star India’s strategy of focusing on regional feeds has worked in their favour. It now remains to be seen how the broadcaster ups the ante for next season of the cash-rich league.

Also Read :

Star spending up to Rs 2 cr on production per IPL match

Vivo IPL 2018 final breaks multiple viewership records

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