BLOG | by Joseph Eapen
Can IPL’s Season 13 match Season 12’s record popularity? Our data gives a resounding ‘yes’
The pre-Christmas Indian Premier League (IPL) player auction fires the pistol for the start of a season which is still three months away.
Truth be told, interest in the league is never far beneath the surface of India’s sporting conversation. Even in October, as far away from the season as you can get, more than one in three Indians are still discussing its ins and outs.
But how long can that popularity last? Well, audiences for the IPL in India continue to grow, year-on-year, and its average minute audience increased sharply last season (see charts below). In fact, comparing TRP data for Season 11 to Season 12 (target rating point – a standard metric for audience reach), the IPL grew by 5.6% last year.
So can Season 13 be just as successful? Well, we’d be very surprised if it weren’t.
When we looked across the 16 metrics we track every day for the IPL in India, we found a striking story. Compared to this time last year, all but two show increased scores. In the cases of some metrics, like Buzz, Quality and Ad Awareness, scores have increased by 20% or more over this period – a remarkable return given that the IPL is already far and away India’s favourite domestic sporting event. And one of the two metric scores that decline? The percentage of people who no longer watch the League! (Get in touch if you want to find out the other).
Naturally, it will be the sport on offer which decides just how well-followed the 2020 season will be. But if it delivers, we may well beat a data point that leaps out from 2019 – when two-thirds (66%) of Indians found themselves talking about the property with friends or family. If Season 13 surmounts that figure, the IPL will have had yet another great year.
BLOG | by Joseph Eapen
Senior Vice President, India
Joseph has 20 years’ experience in marketing research and media measurement. He joined YouGov Sport (SMG Insight) from Repucom where he was SVP South Asia. Prior to that, he was at Media Research Users Council (MRUC), an industry body in India, where he was CEO and responsible for the Indian Readership Survey 2010 (the largest readership study in the world). He was previously the CEO of aMap, the second largest overnight TV ratings company in the world.