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TV ratings for the ongoing season of the Indian Premier League (IPL 2023) has seen a significant drop in the current season. Along with declining viewership, the number of advertisers on Linear TV is on a downward trend this year.
According to the latest BARC data, a decline in viewership is being witnessed in the frequency of watching IPL matches on TV. Number of matches watched on IPL has been steadily decreasing since IPL 2020 and is at its lowest this year, despite 66 games being broadcast compared to 60 that were broadcast between 2018 and 2021.
In addition, IPL HD viewership stands at only 30.8 million viewers. The 80 million+ HD reach that Star claims also includes out-of-home HD TVs.
Advertisers pay higher CPRP for HD households to reach their home-based premium customers in order to get attention for their ads. However, the OOH TV HD screen doesn’t have sound, and everyone’s profile on OOH doesn’t have to be premium. Advertisers pay for HD pay TV households, but pay TV’s reach is only 9.5 million households.
decline number of viewers affected the number of advertisers advertising on this IPL TV. The number of TV advertisers is down 40% from last season.
On the other hand, IPL on digital broke viewership records this year. The Tuesday’s CSK vs GT match hits 2.5 million viewshighest concurrent viewership ever on JioCinema.
In terms of engagement, digital continues to set new standards every day. The total number of IPL digital views has surpassed the 1300 core mark, setting a world record.
Regarding sponsorship and advertising, JioCinema attracted 26 sponsors, the highest ever for any sporting event.
