IPL 2018: The massive outdoor TV viewership of the event

The eleventh edition of the Indian Premier League (IPL) has been a witness to a massive viewership with several records getting smashed. Star India took over the reins from Sony last year and has done a stupendous job thus far. Recently, there was as many as 19.4 million outdoor TV viewership for the opening games across Delhi, Mumbai and Bangalore.

As per reports in livemint.com, Broadcast Audience Research Council (BARC) India mentioned that the impressions indicate the number of individuals who viewed an event, averaged across minutes. The list consists of an audience who are above the age of 15 and watched the games in Star Sports and DD Sports. Meanwhile, a statement from BARC India updated about the same.

“A natural step for us”- BARC India

“This, if compared to Barc India’s currency panel in these markets, is an additional 10% viewership,” it mentioned. OOH measurement is a pre-subscribed service of Barc India and Star India has subscribed to it for the ongoing edition of the cash-rich tournament. Patho Dasgupta, the Chief Executive Officer (CEO) of BARC India, talked about the goals surrounding their objective.

“With our commitment to measure ‘What India watches’, it was a natural step for us to measure OOH viewing. This is also aligned with our goal of measuring content wherever it plays irrespective of screen or pipe. Measuring out-of-home viewing is another initiative towards this objective,” Patho Dasgupta iterated.

The tournament is currently being broadcasted in six languages across ten channels. The South Indian markets have also seen a hike of 30 percent especially with the return of the Chennai Super Kings (CSK) in the tournament. In the age group of above 15 years, there has been a 15 percent growth which has reached an impression of 273 million.

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