IPL 2024: 20% Growth In Watch-time; Ad Volumes Swell By 4%

Data suggests that Disney Star has broken all previous viewership records for the first ten matches of the tournament. As per BARC, 35 crore viewers tuned in to watch the live broadcast of the first ten IPL matches, higher than any previous edition of the tournament, including seasons played during the pandemic. The overall watch-time for the tournament reached 8028 crore minutes which is 20 per cent higher than last year. Powered by fan-centric initiatives, programming and a compelling marketing campaign, match ratings for the 17th season of the tournament have also galloped 22 per cent compared to the last edition.   

Sanjog Gupta, head - sports, Disney Star, says, "We are overwhelmed with the record-breaking viewing figures for Tata IPL 2024. Disney Star has started the 17th season from where it left off last year, doubling down on fan-centred initiatives that seek to drive passion and fandom for the tournament. The unwavering support and love received from fans and audiences alike is an affirmation of Star Sports’ belief in the aggregative capacity of IPL on TV as well as its potential for further growth. The figures also reflect the success of our endeavour to enhance the IPL viewing experience through broadcast and programming innovations, including HDR-enhanced 4K, interactive services and multi-platform fan engagement. We continue to remain committed to our vision of serving sports fans and recruiting new audiences."

Additionally, ad volumes during the first seven matches of IPL 17 grew by 4 per cent, as compared to IPL 16, according to a report by TAM. The report further added that the count of categories in IPL 17 increased significantly by 65 per cent compared to IPL 16. Also, the count of advertisers increased by 28 per cent during IPL 17 over IPL 16. In categories, ecommerce and gaming maintained the top position throughout the first 7 matches of IPL 17.

The report further highlights that 30 new categories and 55 new brands were advertised in seven matches of IPL 17 compared to the same number of matches in IPL 16.  Among the 55 new brands, 'Parle Food Products' was the leading brand followed by 'Airtel Xstream Fiber'.