Indian Premier League (IPL), which ended its 10th season on May 21, garnered 1.25 billion impressions, according to recently released BARC data. This final season, before it goes for auction for players and broadcasting rights, gained 24% more viewership than the last season. As per BARC India (TG: All India, 2+), average impressions per match for this season was 21.18 million impressions whereas IPL season 9 (TG: All India, 4+) saw per match impression of 17.11 million. It is to be noted here that the universe for measurement considered by BARC India is different this year as compared to the last.
From the buzz of the tenth edition being the last season to relatively better quality matches than previous seasons, the reasons are numerous for the property to gain the viewership numbers, according to media planners.
Sony Pictures Networks India (SPN), the official broadcaster of the T20 tournament since its inception, has crossed the `1,300 crore mark in terms of ad revenue, as per industry sources.
“It has been a `1,000 crore property for a while now, and I do believe that the broadcaster would have made revenues close to its estimates,” says Basabdatta Chowdhury, COO at Starcom India.
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The broadcaster which saw Chinese mobile handset maker Vivo, mobile service provider Vodafone and e-commerce major Amazon as co-presenting sponsors, had roped in CEAT Tyres, Vimal Pan Masala, Yamaha Motors, Parle Agro’s Frooti, Yes Bank and Polycab as associate sponsors for its 10th season.
“More than 35% of the advertisements were dominated by the telecom sector, followed by the handset brands,” adds Chowdhury.
The season’s 59 matches, as per BARC India data, saw the most impressions coming in from males at 12.52 million average impressions per match, followed by females at 8.65 million average impressions per match. Maharashtra and Goa were the states from where the most viewership came from, with 4.5 million average impressions per match followed by Telangana and Andhra Pradesh each with 2.1 million average impressions per match.
“Today, IPL is a part of the sporting calendar. It was bound to see the increase,” says Rohit Gupta, president of network sales and international business at SPN. The network had closed most of its advertisement inventory before beginning the league. Last season, it had made `1,200 crore as revenue.