Digital overtakes TV during IPL: BARC and data.ai

On average 97 million viewers tuned in on JioCinema daily during IPL 23, as compared to 93 million viewers on TV, as per the BARC and data.ai's report.

According to BARC and data.ai's report, on average 97 million viewers tuned in on JioCinema daily during IPL 23, as compared to 93 million viewers on TV. The BARC data has been maintained from the time period of 15th April to 5th May 2023.

The digital data does not include the 2–14-year-old kids segment, whereas the TV data is for the two + age group. The reach for digital would be a lot higher if 2+ data is taken into account. 

The TV advertisers have also declined by 40% in week 6. The last season of IPL had 98 advertisers, whereas the present season only has 59 advertisers on TV. Digital, on the other hand, has advertisers in the range of 400. 

In terms of viewership, TV continues to be at its second lowest levels in the last six years with a TVR of 4.46 in the present season. It was 6.4 in 2020. 

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According to the findings of the Axis My India Consumer Sentiment Index in May, the younger demographic prefers watching IPL on mobile.

64% of the survey participants in the 18-25 age group preferred watching IPL on mobile. On TV, 23% of the IPL match reach is from the 2-14 age group, while only 15% is from the 15-21 & 18% is from the 22-30 age group.

When it comes to connected TV, the IPL viewership is 55+ million, whereas on HD TV it remains at 29.8 million (without outdoor).