Star recorded 283M viewers in opening week of VIVO IPL 2019
The Hindi Speaking Market grew 32% and South 19% versus last year
Published - 04-April-2019
Star’s strategy of widening appeal of VIVO IPL across regions, languages, with focus on families and youth has resulted in a historical opening week in the tournament’s 12th edition both in terms of reach and viewership.
The high decibel marketing campaign ‘Game Banayega Name’, curated programming and a multi-city VIVO IPL Trophy Tour, contributed to making the opening week a success.
The inaugural week of VIVO IPL 2019 recorded 283 million viewers tuning in across the country, which is 15 per cent higher than last year. Television viewership reached 33.1 million average impressions registering a growth of 28 per cent setting a viewership record in the history of the tournament.
While the Hindi Speaking Market (HSM) grew 32 per cent and South grew 19 per cent versus last year. This growth can be attributed to the regionalization efforts as the tournament is being broadcast in eight languages - English, Hindi, Tamil, Telugu, Kannada, Bengali, Marathi and Malayalam on Sundays. Star has expanded the appeal for the tournament further inviting kids and family with a curated feed called Super Funday, telecast every Sunday on Star Gold. This contributed a massive growth of 41 per cent in viewership amongst kids versus last year.