Top Story


Home >> Digital >> Article

Online viewership of IPL grows by 31 per cent

Font Size   16
Online viewership of IPL grows by 31 per cent

With the fourth edition of the IPL now done, the numbers are in and the internet viewship has gone up significantly. While the numbers rose by more than 50 per cent at the start of the tournament, viewership had picked up sharply in the second half of the IPL and this was reflected in the final figure - a jump of 31 per cent in online viewership. This year there were 72 million views compared to 55 million last year, when YouTube first started live streaming.

India alone accounted for 43 million of these views, up from 24 million last year, a growth of 79 per cent. In contrast, the international views have gone from 31 million last year, to 29 million, suggesting that the international audience is fairly mature and won't continue to change as dramatically as the Indian audience.

For marketers, there were a lot of opportunities for branding around the IPL online, including clickable video ads, dynamic banners and page skinning. “We are very happy with our association as presenting sponsors of IPL on After the World Cup we realised that there would be a fatigue element in TV viewership. And we also realised that the digital medium would catch the right target group for IPL,” said Shashank Srivastava, Chief General Manager Marketing, Maruti Suzuki.

Rishi Khiani, CEO, Times Internet Limited, added, “Our approach to IPL was focused on providing a high quality viewing experience and maximizing audience reach through TIL’s network strength and distribution partnerships. All through Season 4, our efforts around product innovation and quality continuously paid off via increased audience loyalty, strong value to the advertiser and brand association with IPL. We are proud to have set new benchmarks in the online sports viewing space and will endeavor to do so, in the seasons to come.”

Kiran Mani, Head of Industrial Sales, Google India, said, “Our focus has been to provide our users with all form of popular and premium content. We're extremely delighted with the response we've got from all the cricket fans on YouTube for the Indian premier league season 4. We look forward to build on this partnership with Indiatimes and set new standards for IPL season 5.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...