DISNEY STAR CREATES HISTORY WITH HIGHEST-EVER IPL VIEWERSHIP; 36.9 CRORE VIEWERS TUNE IN FOR LIVE BROADCAST OF TATA IPL 2023
Mumbai, April 21, 2023: Disney Star, the official television broadcaster of TATA IPL 2023, has broken all viewership records for the first 19 matches of the marquee tournament. As per BARC, 36.9 crore viewers tuned in to Disney Star’s Live broadcast of the first 19 matches, which happens to be the highest ever in IPL history even after considering the two editions of IPL played during Covid. The broadcaster has also clocked an astounding 11350 crore (113.5 billion) minutes* of watch time for the Live broadcast of first 19 matches. Disney Star has demonstrated its commitment to delivering an uninterrupted and seamless viewing experience with its fan-first approach, creating a compelling, engaging, and interactive product. The broadcaster has also seen a growth of ~25% in match TVR in comparison to the last edition, for the Live broadcast of first 19 matches, fuelled by engagement levels touching new highs. This massive growth is a testament to the success of the marketing campaign, the standard of broadcast on Disney Star Network, and a huge reaffirmation of TV’s incomparable capacity to aggregate audiences.
Sanjog Gupta, Head – Sports, Disney Star, said “It has been a record-breaking start to Tata IPL 2023 on Disney Star eclipsing all previous benchmarks for viewership of the first 19 matches. Close matches and scintillating individual performances combined with the power of Star Sports’ #BetterTogether campaign and world-class storytelling capabilities have ensured that viewership for IPL 2023 in just 19 matches is within touching distance of the viewership registered by the full season last year. We are seeing record viewership in multiple audience cohorts across age groups, gender, and SECs, which is indicative of Television being the most preferred destination for family/community viewing of marquee sporting events. We are thankful to fans for the outpouring of love and support for Disney Star’s coverage of IPL. We will strive to continue elevating the viewing experience.”
Disney Star’s commitment to providing a holistic viewing experience that goes beyond just the match has earned it the trust and loyalty of its viewers. With over nine different language feeds to cater to audiences across the country, the broadcaster’s potpourri of initiatives, including region-specific pre-match analysis, post-match discussions, fan polls, and interactive segments with renowned cricket experts have helped them successfully tap into the pulse of the nation and strike a chord with viewers and fans across the country.
With on-ground experiences like the IPL Trophy Tour, the Fan Bus, #MySocietyStadium, and The Incredible School Quiz (India’s largest-ever school quiz), the broadcaster has left no stone unturned to appeal to the sentiments of its viewers and fans. Moreover, Disney Star’s association with some of the biggest celebrities in the country has further enhanced its appeal to a wider range of audiences. With celebrity associations including Ranveer Singh, Salman Khan, Priyanka Chopra, Pooja Hegde, and Nandamuri Balakrishna, the broadcaster has pushed the envelope to attract a more diverse audience to the mix.
In addition to this, Star Sports has associated with some of the biggest cricket stars like Virat Kohli, Rohit Sharma, Hardik Pandya, Ravindra Jadeja, and KL Rahul to bring fans stories beyond the game through a special programming initiative, ‘Stars on Star’. Furthermore, exclusive partnerships with Rajasthan Royals, KKR, LSG, and PBSK have allowed fans to experience the league from the players’ and teams’ perspectives, providing fans with behind-the-scenes access, interviews with players and coaches, and other exciting content that has helped increase the overall engagement for the league.
Disney Star’s fan-centric approach and innovations in broadcasting technology have earned it the plaudits of fans and the broadcaster is focused on providing an unmatched and compelling viewing experience to all who tune in to watch the TATA IPL 2023 on television.