As per BARC India viewership data, the tournament clocked a cumulative reach of 405 million viewers —out of a total TV universe of 836 million—across 21 channels that Star & Disney India aired the matches on.
In terms of overall viewing time, IPL 2020 has shattered all previous records held by any broadcasting property in India.
With a total of 400 billion viewing minutes on TV, IPL 2020 clocked a 23% jump in total consumption over IPL 2019 (326 billion minutes), and a 12.4% increase over ICC World Cup 2019 (356 billion minutes).
With the rise in total time spent, the average per match impression also went up to 31.57 million.
BARC defines reach as the total number of individuals who viewed the event for at least one minute, while impressions denotes the number of individuals of a target audience, averaged across minutes.
Talking to ET, Sanjog Gupta, head of sports Star India, said that while there were too many questions before the IPL started, the broadcaster this time had two ambitions – growing the footprint over last year and making sure the safety of all the members working on IPL.
“It was a daunting endeavour as one slip could have brought down everything. We had 700 crew members and 93 commentators under five bio-secure bubbles – three in the UAE and two here in Mumbai. It was a global event in true sense. We had crew members from seven different countries and commentators from eight,” Gupta said. “Also, a lot of credit is due to the BCCI for taking the decision to conduct the IPL and then taking it to this scale.”
Star India had reworked the entire production to make viewers feel closer to the game and limit the shots of empty stadiums.
ET had first reported that Star India has booked close to Rs 2,700 crore of advertising revenues on TV, almost 30% increase over previous year.
Vaishali Verma, CEO at IPG Mediabrands’ Initiative India, pointed out that 2020 was a unique year due to Covid-19.
“This has been an unprecedented year. At one end, there was a pent up demand and urge from the viewers’ side, it was a make or break for advertisers too, who were holding back since March till almost August,” Verma told ET. “We have seen a 25-30% increase in the viewership, and for the first time a large number of new advertisers and categories advertising on IPL this year.”
ET had reported that lack of other entertainment avenues coupled with no other marquee live sports event also helped the tournament.
Moreover, the fact that IPL cuts across geographies and demographics also made it a no-brainer for advertisers this year.
“It worked very well for all our clients in terms of push to sales or increase in terms of sessions or enquiries. Not a single advertiser has come to me saying IPL has not worked for them,” Verma added.
Star had signed 18 sponsors and 114 advertisers for IPL.
The broadcaster said that female viewership was up 24%, while kids viewership registered 20% jump over the previous season.