Television

IPL 2019: Hindi, regional language broadcast contributed 81% to viewership

IPL 12 clocked 1.58 billion impressions and 326 billion Man Minutes

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/04/star-sports.jpg?itok=f12Ltdoz

MUMBAI: Cricket continues to dominate sports in India. That is a fact that would surprise nobody. But the latest study from BARC India about the game’s humongous popularity does reveal some startling numbers. The sport clocked 12.3 billion impressions (normalised at 30 mins) in 2018 in spite of the absence of international tournaments in the year. Women viewership, albeit lower than their counterparts, displayed signs of growth year-on-year. Women viewers are to the tune of 48 per cent of all cricket viewers, up from 295 million in 2016 to 342 million in 2018.

The trend of non-sports channels carrying cricket content continues. However, viewership ROI was muted in 2018.

IPL, as a property, continues to grow year-on-year. The current season clocked 1.58 billion impressions and 326 billion Man Minutes. 81 per cent of viewership is contributed by Hindi and regional language broadcast, up from 77 per cent from the previous season.

Youth (15-30-year-olds) still dominates cricket viewership with 35 per cent of live cricket viewership coming from this audience.

Cricket-hungry Indian viewers are lapping up relatively newer cricket content like women’s cricket, domestic T20, international T20 leagues etc.

Sports viewership year-on-year has gone up in the 2016-2018 period. From 43 billion impressions in 2016 the viewership has gone up to 51 billion impressions, growing at a CAGR of nine per cent. Though other sports like kabaddi, wrestling and football are gaining popularity within the Indian audiences, cricket is the jewel in the sports viewership crown with upwards of 65 per cent of viewership contribution year-on-year.

Interestingly, the footprint of cricket is not just restricted to sports channels but goes well beyond them. Overall, there was a 25 per cent growth of cricket viewership in 2018 over 2016. For the same period, cricket viewership on sports channels grew by 79 per cent.

The dynamics of live cricket on non–sports channels has seen a change from 2018. The drop in non- sports channels viewership for cricket content in 2018 can be attributed to majority of IPL 12 telecast moving to channels in the sports genre.

The last three years have seen a steady increase in cricket content on sports channels. Apart from international cricket matches to the national favourite IPL, viewers today have a wide array of choice.

From domestic competitions like the Ranji Trophy, the Duleep Trophy, the Vijaya Hazare Trophy etc to International T20 Leagues like Big Bash League, Mzansi Super League, Pakistan Super League etc to popular celebrity leagues we can see it all on the small screen.

Cricket content on television is approaching the 1 million hour mark annually, with 89,000 hours being clocked in 2018. Non–sports channels carried 4,700 hours of cricket content in 2016 and upwards of 5,400 hours in 2018. Some news channels have the same cricket program titles running over the last three years.

The number of sports channels has witnessed a steady rise on the back of both HD and regional channel launches. Popular matches are also simulcast on non-sports channels and this number has gone north as well. Non-live cricket content also makes up for respectable airtime.

T20 World Cup in 2016 and Champions Trophy in 2017 contributed 21 per cent & 14 per cent to the total cricket viewership of the year respectively.

The absence of any major ICC event results in a 28 per cent drop in international cricket viewing for 2018. IPL in 2018 grew by 19 per cent over the previous year.

Live cricket content contributed to a minority share to (22 per cent in 2016, 15 per cent in 2017 and 16 per cent in 2018) cricket content telecast. But in absolute terms, live cricket has grown by 30 per cent from 10,882 hours in 2016 to 14,180 hours in 2018.

The T20 format has gained popularity over the years and multiple leagues have mushroomed both internationally and locally. This format dominates content as well as viewership on television.

The biggest international extravaganza of a particular year dominates cricket viewership: T20 World Cup in 2016 and Champions Trophy in 2017. However, with the sheer number of games being played between first-class cricket playing nations across the long format of the game – Test cricket is high on telecast time when it comes to international matches.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/sony-sab.jpg?itok=4wK2qoQg
Sony Sab to premiere ‘Goodnight India’ on 31 Jan

Mumbai: Sony Sab has announced the launch of a special late-night family show "Goodnight India" to help its viewers relax and savour the last 30 minutes of their day with fun-filled performances. Positioned as the 'raatwala family show,’ the show will premiere on 31 January at 10.30 p.m.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/img_24012022_145704_800_x_800_pixel.jpg?itok=lB7YDTFd
Cartoon Network to premiere ‘Taffy’ in India on 24 Jan

Mumbai: WarnerMedia Kids' channel Cartoon Network is all set for the India premiere of the popular animated series "Taffy" on 24 January. The slapstick comedy created by French animation studio Cyber Group Studios, will air every Monday to Friday at 5.30 p.m. "Taffy" narrates the tales of an...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/bb.jpg?itok=fsPVYYYN
Broadcasters promoting pay-TV on Free Dish are shooting themselves in the foot - Saurabh Sancheti

With a 40 million base, which is constantly growing at the cost of Pay-TV, Prasar Bharati’s DD Free Dish is not just another competing platform, but considered by many as a precursor to the success of Free Ad-Supported Television (FAST) model in India.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/apic.jpg?itok=OrGUkDGp
EPIC announces launch of ‘Regiment Diaries’ Season 3

IN10 Media Network’s flagship channel, EPIC has announced the launch of new season of ‘Regiment Diaries’ on the occasion of India’s 73rd Republic Day. The channel’s legacy show will take its viewers into the regiment centers highlighting their history. It will also showcase exclusive journeys of...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/colors_0.jpg?itok=iSy3weeX
Indiacast partners with ABS Broadcast to launch Viacom18 channels on Sky Glass

IndiaCast Media Distribution has partnered with ABS Broadcast to launch Viacom18’s marquee channels – Colors and Colors Rishtey on the UK’s free ad-supported streaming TV service Sky Glass. Launched in October last year, the custom-designed 4K TV doesn't require a satellite dish or box for it to...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/22/img_22012022_154631_800_x_800_pixel.jpg?itok=hPb_0AEy
Colors Tamil launches kids’ special segment ‘Nick Neram’

Mumbai: Colors Tamil is all set to woo young viewers with the launch of 'Nick Neram,' a kids’ special segment from the house of Nickelodeon. As a part of this special initiative, the channel will air two brand new animated series "Golmaal Jr" and "Rudra: Boom Chik Chik Boom" every Monday to Friday...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/22/img_22012022_134450_800_x_800_pixel.jpg?itok=HdqlbfxD
Colors Bangla’s ‘Sona Roder Gaan’ premieres on 24 January

Mumbai: Colors Bangla’s new prime-time offering "Sona Roder Gaan" is all set to premiere on January 24. Produced by Organinc Studios, the show will air every day at 8 p.m. The show is based on the life of Anondi (played by Payel Dey) who, taking on the burden of familial responsibilities, overcomes...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/22/img_22012022_115546_800_x_800_pixel.jpg?itok=UkV8gm5i
Sun TV most viewed channel in week 2: Barc

Mumbai: Tamil GEC Sun TV was the most viewed channel in the second week of 2022 (8 January-4 January) according to Broadcast Audience Research Council (Barc) data. The channel garnered weekly AMAs of 3098.58, slightly higher than last week’s 3020.98. Star Utsav maintained a hold on the second...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/img_21012022_150611_800_x_800_pixel.jpg?itok=CVdKxPJA
Colors Gujarati’s 'Sorath Ni Mrs Singham' premieres on 21 Jan

Mumbai: Colors Gujarati has announced the launch of its new show titled "Sorath Ni Mrs Singham." Premiering on 21 January, the show will air every Monday to Saturday at 9 p.m.

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required