Dileep Kumar
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IPL 7: GECs gain ground with fragmented viewership
The Indian Premier League (IPL) this year started with fragmented viewership, with online medium gaining a lot of traction from the broadcast medium. Since week 1 the online medium reach has increased from 3.20 million to 5.24 million (Source: IMRB). The number of people watching matches online has gone up by almost 30 per cent this year.
Ajit Mohan, Digital Head, STAR India shared, “The viewership on Starsports.com has gone to 1.6 million per day from 1 million when the tournament started. There has been a 40 per cent increase in traffic. There has been a robust fragmentation of viewers on broadcast as people do not have time to watch full matches. The election fever has not affected digital viewership.”
As far as television is concerned, the viewership has been high over the weekends or on holidays, otherwise the viewership has been moderate. The numbers and the reach for obvious reasons, however, have been very high as compared to the digital medium.
Neeraj Vyas, EVP and Business Head, Set Max, however, feels that there has been no fragmentation and that IPL on TV continues to foster reach for brands. “The reach of the tournament has increased tremendously. I don’t feel that there is any fragmentation of viewership; however, people are not watching all the matches as they used to earlier. IPL still is the fastest reach building platform. Due to the ‘world cup of elections’ going on currently, I believe that the viewership is slightly affected, but will bounce back as the election fever ends,” he added.
Fragmentation and GECs
So, is the viewership this year fragmented? Has this fragmentation also benefited the GECs and in particular Star Plus, which continues to be way above its peers in the GEC genre?
There is no question over the fact that the sampling of IPL on the online medium has increased. Not only among the mobile youth, but also among people who do not have constant access to TV. On the other hand, just on the basis of TAM numbers one cannot exactly deduce the number of people watching a particular match, as in general, ratings do not include multiple people accessing one screen. Another angle is that in certain cases, in a single TV household with good broadband connection, the second screen has become equivalent to the first screen and, therefore, IPL and GECs are watched simultaneously in prime time.
Read more:
IPL 7: GECs gain ground with fragmented viewership
The Indian Premier League (IPL) this year started with fragmented viewership, with online medium gaining a lot of traction from the broadcast medium. Since week 1 the online medium reach has increased from 3.20 million to 5.24 million (Source: IMRB). The number of people watching matches online has gone up by almost 30 per cent this year.
Ajit Mohan, Digital Head, STAR India shared, “The viewership on Starsports.com has gone to 1.6 million per day from 1 million when the tournament started. There has been a 40 per cent increase in traffic. There has been a robust fragmentation of viewers on broadcast as people do not have time to watch full matches. The election fever has not affected digital viewership.”
As far as television is concerned, the viewership has been high over the weekends or on holidays, otherwise the viewership has been moderate. The numbers and the reach for obvious reasons, however, have been very high as compared to the digital medium.
Neeraj Vyas, EVP and Business Head, Set Max, however, feels that there has been no fragmentation and that IPL on TV continues to foster reach for brands. “The reach of the tournament has increased tremendously. I don’t feel that there is any fragmentation of viewership; however, people are not watching all the matches as they used to earlier. IPL still is the fastest reach building platform. Due to the ‘world cup of elections’ going on currently, I believe that the viewership is slightly affected, but will bounce back as the election fever ends,” he added.
Fragmentation and GECs
So, is the viewership this year fragmented? Has this fragmentation also benefited the GECs and in particular Star Plus, which continues to be way above its peers in the GEC genre?
There is no question over the fact that the sampling of IPL on the online medium has increased. Not only among the mobile youth, but also among people who do not have constant access to TV. On the other hand, just on the basis of TAM numbers one cannot exactly deduce the number of people watching a particular match, as in general, ratings do not include multiple people accessing one screen. Another angle is that in certain cases, in a single TV household with good broadband connection, the second screen has become equivalent to the first screen and, therefore, IPL and GECs are watched simultaneously in prime time.
Read more:
IPL 7: GECs gain ground with fragmented viewership
