The second week of IPL garnered a steady viewership with the match between Mumbai Indians and Royal Challengers Bangalore getting the maximum ratings of 21,722 impressions on April 20 according to BARC. The latter measured the data across IPL’s official broadcasters, including Sony Max, Sony Six (SD+HD) and Sony ESPN (SD+HD). However, it’s still lesser than first week’s match between Royal Challengers Bangalore and Sunrisers Hyderabad which recorded the highest impressions (24,137).
Sony Max and Sony Six saw the match of April 20 garnering the highest viewership of 15,889 and 3,972 impressions respectively. According to the data collected by media-tech start up Zapr, the second innings of this match (played by Mumbai Indians) had the unique reach of 76 million, which might have boosted its BARC ratings.
The second week of the tournament with nine matches managed an average of 16,415 impressions across all the five channels. The movie channel Sony Max witnessed the highest average ratings of 11,898 impressions followed by sports channels Sony Six (3,056) and Sony ESPN (1,460).
For the week 16 (April 16-22) of the BARC Ratings, Sony Max recorded the highest impressions of 94, 4126 across all genres.
The second week was relatively less bumpy than the opening week with most of the matches recording between 15,000 and 22,000 impressions. The early weekend matches between Sunrisers Hyderabad and Kolkata Knight Riders on April 16, and the one between Kings XI Punjab and Rising Pune Supergiants on April 17 witnessed the lowest impressions of 7,234 and 9,162 respectively. It can be speculated that the time slot of 4pm didn’t favour them.
Zapr also did a state-wise breakup of the viewership ratings for the second week of VIVO IPL 2016 with Maharashtra and Gujarat getting the maximum share of 12.6% and 10.8% respectively. It also tracked the reach of the top five sponsors where Amazon, Freecharge and Maruti Suzuki grabbed the top three spots.
It’s to be noted that VIVO IPL has achieved a cumulative reach of 266 million in the fortnight (April 9-22). With rural data being reported for the first time, 43% reach has come from this segment for IPL. Out of the total IPL viewership, 46% were women. In terms of the audience profile, VIVO IPL is most watched amongst the 22-30 year olds.