The Indian Premier League (IPL) blew SuperSport audiences away in its inaugural season with over 203 hours of action-packed cricket fetching on average 91 531 viewers across SuperSport's bouquet of channels, according to figures released by Sports Marketing Surveys, a global sponsorship research agency.
Marc Jury, MD of Sports Marketing Surveys says, “The popularity of the IPL Twenty20 competition could be attributed to its ground-breaking format as the teams are not grouped by nationality, but rather by celebrity owners or corporate houses who have bought their international players on auction.”
With SuperSport acquiring the rights to broadcast this landmark series for the next five years, an average market share of 9.1% across all channels during live broadcasts is a promising indicator of the viewership potential of the series. The final match between the Rajasthan Royals and Chennai Super Kings received an audience rating (AR) of 4.7 with 143 162 viewers. With the Rajasthan Royals taking the IPL trophy, this match alone bagged an 11% market share across the board from competing channels during its broadcast on Sunday 1st June 2008.
“The IPL audience shows that live cricket is a key audience driver on the SuperSport platform. From the AR's of the final's broadcast on SuperSport 6, it is evident that ‘content is king' and that people watch programmes not channels,” says Jury.
Bearing in mind that the average audience for SuperSport 6 was 16 365, occupying a meager 1.4% market share over the last 12 months, the final's audience of 143 162 viewers is a bankable gauge for the future of this milestone format in limited overs cricket.
In India, comparatively, the series broadcast on SetMax reached an average audience of 11 610 375 viewers in the age group 4+ across eight fixtures, once again confirming its popularity and viewer potential.
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