The IPL’s 13th edition, Dream11 IPL 2020, has become a landmark and a turning point in the history of the Indian television’s biggest tentpole, registering the series’ biggest ever opening week, when 44% of TV households and one out of three viewers watched Dream11 IPL Live, with a cumulative reach of 60.6 billion viewing minutes. What’s more there was a growth in viewership numbers by 15% despite the fact that Dream 11 IPL 2020 matches were broadcast across 20 channels as against 25 channel for the previous edition. And there’s more – on an average, the number of viewers who watched each match grew by 11mn when compared to last year’s numbers.
The stellar opening match between Mumbai Indians and Chennai Super Kings garnered a viewership of 200 million on both — the Star Sports cluster of television channels and OTT Disney+Hotstar, and Dream11 IPL 2020 has also turned out to be a good-luck charm for HD channels, which attained peak viewership and topped the list. STAR Sports 1 HD (Hindi) gained the spot at prime-time ranking of HD channels, followed by STAR Maa HD, and STAR Sports 1HD.
The numbers are from the BARC-Nielsen report on ‘Television Viewership and Advertising consumption of IPL-13 2020 for Week Week 38 of 2020, between 19th and 25th September 2020 inclusive, and they reveal that the growth hasn’t been across viewership only, of course.
Truly an unprecedented size and scale, when, the best, from last year, has grown even bigger.
DREAM 11 IPL 2020 ADVERTISING TRENDS
Per the BARC-Nielsen report, The Total Advertising Volume for IPL 2020 opening week was 15% higher than the opening week of 2019. The 13th edition also saw a steep incline in advertisers count. Advertisers count for live matches saw a growth of 19% in 2020 and brand count was up by 22%, shifting from 117 brands to 143.
Ad volumes also saw a gradual growth, the opening match saw a 14% increase in ad volume when compared to last year, this trend of growth continues from Match 1 to Match 7, with a decrease in ad volume by 2% in Match 7 (CSK v/s DC).
Smartphone Behaviour:The average daily time spent by users on smartphones from Week of 16th march to Week of 19th Sept increased from 3hrs 22mins to 3hrs 29mins. With a peak of 3hrs 54mins spent during Week of 11th April and Week of 2nd may.
Overall smartphone usage increased by 8%since the Week of 15th August.
Video Streaming Behaviour: Weekly time spent streaming videos increased by 13% since the Week of 15th August. But on the whole on an average people spend 3hrs 49mins streaming videos in the Week of 18th September.
OTT platforms and services has witnessed a spike inuser base for the IPL week over the previous week, driven by massive gains seen in Disney+Hotstar 34% growth in IPL Week 1 which was followed by significant gains in audience base of related Sports app clocking in 12%, Fantasy sports app with 20%.