IPL 2020 saw a record-breaking 28% increase in viewership
Aparna Jayabal P
16th November 2020
Mumbai Indians winning IPL 2020 (Source: Hindustan Times)
The 13th edition of the Indian Premier League which took place in UAE witnessed a record-breaking 28 percent increase in viewership as compared to the last edition despite the COVID-19 pandemic and its challenges.
The data was shared by Disney India, citing Television rating agency Broadcast Audience Research Council (BARC) as its source. “IPL 2019 had 326 billion minutes consumption (TV only); this year’s IPL has already surpassed that mark with just 50 out of 60 games. Dream11 IPL 2020 has seen an increased engagement and affinity, reflected through the higher number of games watched. Highest engagement for any IPL ever, on the back of regionalisation with Hindi and south feeds (Andhra Pradesh, Telangana, Tamil Nadu and Karnataka),” said Disney India.
IPL chairman Brijesh Patel quoted, “IPL has always endeavoured to provide a world-class sports event for its fans.” He thanked the sponsor Dream11 which became hugely popular after the BCCI parted ways with its previous partner VIVO. Mr Patel shares his happiness on having Dream11 as its title sponsor as it thoroughly encourages fan engagement through fantasy sport. In the world that was being dominated by the negative news surrounding the coronavirus, IPL came as a huge relief.
According to the economic times, Dream11 has integrated its users in all Dream11 IPL match activations. The match countdown, Dream11 Champion Fans wall and the virtual guest box have all been brought about to bring the fans to the forefront. Popular teams like Mumbai Indians and Rajasthan Royals launched digital initiatives like MI LIVE, PALTAN PLAY and SUPER ROYALS to connect with the audience. There were four large virtual fan walls including pre-recorded videos of cheerleaders on branded walls of sponsors so as to keep up the game spirit. The Chief marketing officer at Dream11 said, “ IPL is the biggest sports event in India that witnesses extremely high fan fervour, and we are happy to see similar engagement on Dream11." The entire tournament sold at a premium of 12-15 per cent (broadcast and digital). And as expected, with people still living indoors, IPL 2020 has delivered higher viewership and reach than all previous editions of the tournament.
(Sources: The economic times, The Hindu, Deccan Herald)
Edited by: Tanya Jain, Anjali Dinesh