Record-breaking increase in viewership saw

Despite the delay caused by the coronavirus pandemic that halted the sporting calendar in the world, the just-concluded 13th Indian Premier League (IPL) held in UAE saw a record-breaking 28% increase in viewership compared to the last edition. From September 19 till November, IPL enthralled the fans with non-stop action which involved cliffhanger matches, splendid bowling spells, and spectacular batting.

The data, which saw the highest engagement for any IPL ever on the back of regionalisation with hindi and South feeds, was shared by Disney India, citing television rating agency Broadcast Audience Research Council (BARC) as the 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,” Disney India said.

“The 13th edition of the Indian Premier League, held in the UAE, also had its TV broadcaster Star Sports hiking its ad rates by 20-25 per cent over last year, amounting to ₹12-12.5 lakh per slot of 10 seconds,” the source added. The pandemic and the bio-bubbles that players had to endure for weeks made organizing this edition of the tournament a challenging feat.

“IPL has always endeavored to provide a world-class sports event for its fans,” IPL chairman Brijesh Patelsaid. He also thanked title sponsor Dream11, which debuted in the maiden edition of the cash-rich tournament after the BCCI parted ways with its earlier partner, VIVO. The four large virtual fan walls included pre-recorded videos of cheerleaders on branded walls of sponsors.

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Mumbai Indians launched ‘MI Live’ and ‘Paltan Play’ and Rajasthan Royals ran a community-based programme called ‘Super Royals’. “It’s equally heartening to see how 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,” he added.

“IPL is the biggest sports event in India that witnesses extremely high fan fervour, and we are happy to see similar engagement on Dream11,” Vikrant Mudaliar, chief marketing officer at Dream11 said Fantasy sports has increasingly become integral to fan engagement with every IPL. Sports fans are at the centre of everything we do, and we have integrated our users in all Dream11 IPL match activations.”

Last month, earlier reports claim that IPL saw an increase in viewership across the globe. In the United Kingdom (UK) alone, the Indian-based cricket league surpasses one of Europe’s top-tier football leagues, the English Premier League (EPL) matches in terms of viewership. As per BARB, in excess of 2,50,000 people have watched the cash-rich IPL in the UK over the last couple of weeks.

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