TV ratings for the current season of the Indian Premier League (IPL 2023) recorded a significant decline in the current season. Along with the weakening of viewership, the number of advertisers on linear TV has declined this year.
According to the latest BARC data, the decrease in viewership can be seen in the frequency of IPL matches on TV. The number of games watched IPL has been steadily declining since IPL 2020 and is at rock bottom this year despite 66 games aired between 2018 and 2021 compared to 60 games aired.
In addition, the IPL HD viewership is only 30.8 million viewers. Star’s claimed HD reach of over 80M includes out-of-home HDTVs.
Advertisers pay a higher CPRP for HD homes to reach premium customers in their homes and attract attention to their ads. However, the OOH TV HD screens do not have audio and the profile of the people on OOH is not necessarily top notch. Advertisers pay for HD pay-TV homes, but the pay-TV reach is only 9.5 million homes.
The decline viewership impacted the number of advertisers advertising on TV in this IPL. The number of advertisers on TV has dropped by 40% compared to last season.
On the other hand, on the digital level, IPL broke viewership records this year. The Tuesday’s CSK vs GT game garnered 2.5 million viewsthe highest concurrent viewership ever on JioCinema.
In terms of commitment, digitization sets new standards every day. The total number of IPL views in the digital domain has already passed the 1,300 crore mark, setting a world record.
As for sponsorships and advertisers, JioCinema has won 26 marquee sponsors, more than ever before at a sporting event.