According to the company, the ongoing season has seen sustained growth in audience engagement across screens, driven by the unpredictability of the points table and rising interest in regional and connected TV viewing.
Also Read: JioHotstar launches signal-led commerce advertising; Instamart signs on as first partner
While linear television viewership remained strong and on track to cross the 500-million mark, digital reach rose 15% compared to last season, with watch-time increasing by 7%, the company said in a statement.
Connected TV (CTV) consumption also registered sharp growth, with reach rising 25% and watch-time up by 20%. Regional language watch-time witnessed a 42% jump over the previous season, underlining the expanding appeal of the tournament across linguistic markets.
Live Events
“What stands out this TATA IPL season is the consistency of fan engagement right through the league stage across JioStar platforms. The competitive intensity has driven a week-on-week climb in reach which shows how strongly the tournament is resonating with fans across screens,” said Anup Govindan, Head of Sales, JioStar – Sports.
“As the race to playoffs intensifies, JioStar continues to be the unmatched platform for bringing together scale, emotion and relevance for all our stakeholders,” he added.Also Read: JioStar to merge TV distribution arm IndiaCast
The broadcaster also said advertiser participation had expanded significantly this season, with 125 new advertisers joining compared to the previous edition. On the sponsorship front, 22 brands partnered on digital platforms, while 16 came on board for linear television broadcasts.
JioStar attributed part of the season’s momentum to new broadcast innovations, including the “Champions Wali Feed”, which features former cricketers and commentators such as Ravichandran Ashwin, Suresh Raina, Harbhajan Singh, Virender Sehwag and Irfan Pathan offering live analysis, anecdotes and match predictions alongside gameplay.
The company said the tournament’s strong traction has also been fuelled by the emergence of young players, consistent performances from established stars and the increasing importance of every match as teams battle for playoff qualification.
The data shared by JioStar covers 51 matches on linear television and 57 matches on digital platforms.
Author
