(Cricket news) Star India network is expected to cross the 400 million viewers mark for the fourth consecutive year with the second half of the VIVO IPL 2021 season underway. So far, the tournament has garnered 380* million viewers, 12 million higher than the previous three editions of the Indian Premier League at the same stage.
With an average engagement rate of 32%** on a per match basis, the second phase of IPL 2021 is on par with IPL 2020 but with the conclusion being in sight, Star Sports is expecting millions more to tune in to watch the playoffs. Honorary Secretary of BCCI and President of Asian Cricket Council Jay Shah took to Twitter and said “I am delighted to share that #IPL2021 continues to register significant growth in viewership. 380 million TV viewers (till match 35), 12 million more than 2020 at the same. Thank you, everyone. It will only get more exciting from here on @IPL @StarSportsIndia @BCCI.”
A Star Sports spokesperson said “We are proud to have delivered IPL to over 380 million viewers for the fourth time in a row. The last two occasions have been special as we navigated unprecedented circumstances and overcame challenges in bringing IPL to fans in the comfort of their homes. The business end of the IPL always generates a great deal of anticipation among fans that we captured in our campaign, #AsliPictureAbhiBaakiHai. We look forward to a very competitive and immersive second half of the season before we head into the pinnacle of T20 Cricket, the ICC Men’s T20 World Cup, later next month.”
Star India’s strategy of regionalisation and customer segmentation is a big reason for the success of the Indian Premier League so far. In order to cater to customers from different states, the tournament has been covered in eight different languages and two additional customised match feeds for specific customer segments. Including Star Sports’ pre-match programs, the total consumption of VIVO IPL 2021 currently stands at 242 billion minutes.
Source: BARC
*On 2+U+R basis for TV only figures – first 35 matches
** On M15+AB Urban for TV only – first 35 matches
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