IPL on TV: when will the viewership pick up?

A lot of viewership numbers and claims have been floating around when it comes to IPL’s performance on TV.

We did a deep dive to find out what does the BARC data say, when compared to the previous viewership numbers. 

Point 1: 4-week IPL ratings continue on the declining trend 

Ratings continue to be at 2nd lowest levels in last 5 years. Viewership is 16% lower compared to last 5 seasons’ average.

Frequency of IPL match watching continues to decline on TV: On average, the no of matches watched on IPL continues to decline since IPL 2020 and is at its lowest this year.

More and More People are watching lower number of IPL matches on TV!

This decline is reflected on the Watch time decline: 

Over the last 5 years, the avg watch time was 211 Bn Minutes and this year it is down to 187 Bn Minutes.

Even the contribution of Core Sports TG to the overall Reach is down from 16.5% last year to 14.5% this year making the current season reach contribution the lowest since 2018.

The question advertisers are now asking; when will the viewership pick up? 

As per a recent report by Synchronizs India and Unomer, 73% are watching IPL on digital and only 27% are watching on linear TV.