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IPL online viewership registers 56 per cent increase

13-April-2012
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IPL online viewership registers 56 per cent increase

While the first week’s IPL Season 5 TV viewership data reveals that the game has started at the lowest rating this year, online viewership of the game has registered significant growth. In the first week of the tournament, including the opening ceremony, the IPL website has already recorded 13.7 million views, as against 8.8 million views last year. This represents a 56 per cent growth over last year.

New Delhi and Bangalore lead the viewership with 14 per cent each, with Mumbai coming in a close second at 13 percent. This leap reflects the growing trend of watching IPL matches online. This year, the IPL website offers a virtual battleground for fans to fight it out, which got 1.5 million engagements in the first week itself.

The matches registered the maximum online views on April 10 for the matches between Royal Challengers Bangalore and Kolkata Knight Riders, and Delhi Daredevils and Chennai Super Kings. The day saw a total of 2.15 million views on the site, which included 0.7 million unique visitors.

Rishi Khiani, CEO, Times Internet said, “Last year, we delivered a superior viewing experience and garnered significant audiences. This year, our emphasis is on higher interactivity and our strong social focus has paid off right at the start, becoming a sign of things to come over the duration of the season.”

Meanwhile, number of mobile IPL viewers has also increased substantially. Almost 0.6 million viewers have enjoyed the match action on their mobiles in the last seven days. The matches have been watched on Apalya mobile TV platform across Airtel, Idea and Vodafone. This is double the traffic registered last year.

Praveen Sharma, Head – Media Sales, Google India said, “We’re really excited to see the continuous growth in online viewership of IPL. This is the third year of our association with live streaming of IPL and the viewership numbers clearly indicate the distributed media consumption pattern of the Indian consumers.”

A recent report by MEC also revealed that one third of Internet users in India claimed to have watched IPL last year on YouTube and eight per cent on Indiatimes, the two largest video platforms.

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