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BARC-Nielsen Edition 12 - IPL 2020 Report

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BARC-Nielsen Edition 12 - IPL 2020 Report

  1. 1. Week 38 2020 : 19th to 25th September 2020 1st OCTOBER 2020 Television Viewership and Advertising consumption of IPL-13 2020 EDITION 12 Privileged and Confidential Information 1
  2. 2. Television Viewership Trends 2
  3. 3. 3 INDIA TV UNIVERSE – WEEKLY MACRO DATA (W38’20) PRE-COVID-19 (11th Jan to 31st Jan) PEAK PERIOD CURRENT WEEK (W38’20) (19th Sept to 25th Sept) Change% vs. Pre-COVIDWeek 14 - week starting 4 April Week 15 - week starting 11 April Periods: TG: All India 2+ 43% 17% WEEKLY VIEWING MINUTES (BN) 887 1266 (Wk 13’20) 1037 6%12% DAILY AVG. REACH (MN) 560 627 (Wk 14’20) 594 27% 10% AVERAGE TIME SPENT (HH:MM) 03:46 04:48 (Wk 13’20) 04:09 INDIVIDUALS WATCHING 7 DAYS A WEEK (MN) 52% 26%239 300 363 (Wk 15’20) NO. OF CHANNELS WATCHED (PER VIEWER/ WEEK) 44% 11%16 18 23 (Wk 13’20) AD VOLUME (MN) 17% 18%28 33 33 (Wk 12’20) Week 12- week starting 21 March Week 13 - week starting 28 March The highest ad volume in 2020 was recorded during week 37 and continues to be marginally higher than the peak period volume
  4. 4. 246 268 269 230 235 240 245 250 255 260 265 270 275 Cume Reach (Mn) 1% All India (U+R) 2 years +/ TV Only/ Live Matches Only IPL 2020 OPENING WEEK PERFORMANCE Opening week definition: IPL-11 – week 15 2018 (8 Matches) IPL-12 – week 13 2019 (8 Matches) IPL-13 – week 38 2020 (7 Matches) IPL aired on: 21 TV channels in 2020 vs. 24 TV Channels in 2019 25.8 32.2 39.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 Average Impressions (Million) Per match 21%21% 42.7 52.8 60.6 0 10 20 30 40 50 60 70 Viewing minutes (Billion) 15% IPL 2020 OPENING WEEK: 15% GROWTH IN VIEWING MINUTES VS. 2019 269 Mn viewers watched IPL in its opening week 60.6 Bn viewing minutes across 7 matches & 21 channels (Higher viewership despite one less match & fewer channels vs 2019 4
  5. 5. 32.2 40.3 52 0 10 20 30 40 50 60 Average Impressions (Million) MATCH 1 (MI VS. CSK) GARNERED VIEWERSHIP OF 52 MN IMPRESSIONS, 29% > 2019 WATCHED BY 158 MILLION VIEWERS (21% > 2019) 0 10 20 30 40 50 60 Average Impressions (Million) 29% 106 131 158 0 20 40 60 80 100 120 140 160 180 Cume Reach (Million) IPL 2020 OPENING MATCH PERFORMANCE: 19TH SEPTEMBER MUMBAI INDIANS VS. CHENNAI SUPER KINGS 21% All India (U+R) 2 years +/ TV Only/ Live Matches Only IPL-11: MI vs CSK IPL-12: RCB vs CSK IPL-13: MI vs CSK IPL-11 – week 15 2018 IPL-12 – week 13 2019 IPL-13 – week 38 2020 7.1 6.8 11.2 0 2 4 6 8 10 12 Viewing minutes (Billion) 65% 5
  6. 6. IPL 2020 OPENING WEEK: MATCH-WISE PERFORMANCE All India (U+R) 2 years +/ TV Only/ Live Matches Only 52 36.3 34.9 39.7 37.5 34.5 38 0 10 20 30 40 50 60 M01MI/CSK-ABD M02DC/KP-DUB M03RCB/SRH-DUB M04RR/CSK-SHA M05MI/KKR-ABD M06KP/RCB-DUB M07DC/CSK-DUB Average Impressions (Million) 158 140 100 107 110 108 108 0 20 40 60 80 100 120 140 160 180 M01MI/CSK-ABD M02DC/KP-DUB M03RCB/SRH-DUB M04RR/CSK-SHA M05MI/KKR-ABD M06KP/RCB-DUB M07DC/CSK-DUB Cume Reach (Million) MATCH 2 TO 7 CONTINUED TO GARNER MORE THAN 34 MILLION IMPRESSIONS, VIEWED BY OVER 100 MILLION VIEWERS MATCH ON MATCH M01 MI/CSK-ABD Mumbai Indians vs Chennai Super Kings M02 DC/KP-DUB Delhi Capitals vs Kings XI Punjab M03 RCB/SRH-DUB Royal Challengers Bangalore vs Sunrisers Hyderabad M04 RR/CSK-SHA Rajasthan Royals vs Chennai Super Kings M05 MI/KKR-ABD Mumbai Indians vs Kolkata Knight Riders M06 KP/RCB-DUB Kings XI Punjab vs Royal Challengers Bangalore M07 DC/CSK-DUB Delhi Capitals vs Chennai Super Kings 11.2 8.78 8.01 8.9 8.95 6.96 7.73 0 2 4 6 8 10 12 M01MI/CSK-ABD M02DC/KP-DUB M03RCB/SRH-DUB M04RR/CSK-SHA M05MI/KKR-ABD M06KP/RCB-DUB M07DC/CSK-DUB Viewing minutes (Billion) 6
  7. 7. Deep-dive into IPL viewership 7
  8. 8. India / 2 yrs+/ Live Matches Only Channels: Asianet Movies, Jalsha Movies, STAR Gold, STAR Gold HD, Star Maa Movies, Star Suvarna, Star Suvarna Plus, STAR Vijay Super, STAR Maa Gold, STAR Sports 2 HD, STAR Sports 2, STAR Sports 1 Bangla STAR Sports 1, STAR Sports 1 HD, STAR Sports 1 HD Hindi, STAR Sports 1 Hindi, STAR Sports 1 Kannada, STAR Sports 1 Tamil, STAR Sports 1 Telugu, STAR Sports Select 1 HD, STAR Sports Select 1 SD 1 OUT OF 3 TV VIEWERS WATCHED IPL-13 LIVE Matches 07 269Mn Viewers 60.6Bn Viewing Minutes 57% Male 43% Female 15% 34% 32% 19% 2-14 years 15-30 years 31-50 years 50 years+ 8
  9. 9. India / 2 yrs+/ Live Matches Only/ %age of Target Population 44% OF TV HOUSEHOLDS WATCHED IPL-13 LIVE 269Mn Viewers Urban 39% 147Mn NCCS A 40% 70Mn Male 34% 145Mn 86Mn Households 9
  10. 10. 42.7 52.8 60.6 IPL-11 (8 Matches) IPL-12 (8 Matches) IPL-13 (7 Matches) VIEWING MINUTES (BILLION) India / 2 yrs+/ TV Only/ Live Matches Only/ IPL-11 & IPL-12 had 8 matches in the first week 15% GROWTH IN VIEWERSHIP DESPITE FEWER CHANNELS & ONE LESS MATCH 246Mn Viewers (IPL-11) 268Mn Viewers (IPL-12) 269Mn Viewers (IPL-13) +24% +15% +9% +1% 10
  11. 11. 5.3 6.6 8.7 IPL-11 IPL-12 IPL-13 VIEWING MINUTES (BILLION) India / 2 yrs+/ TV Only/ Live Matches Only (Avg of 1st week matches) 11MN MORE VIEWERS PER MATCH COMPARED TO LAST YEAR 95Mn Viewers (IPL-11) 108Mn Viewers (IPL-12) 119Mn Viewers (IPL-13) +24% +31% +9 % +10 % 11
  12. 12. India / 2 yrs+/ TV Only/ Viewing Min (Bn)/ Live Matches Only (Avg of 1st week matches) GROWTH ACROSS ALL AGE GROUPS & GENDER 2.2 2.8 3.7 IPL-11 IPL-12 IPL-13 3.1 3.8 4.9 IPL-11 IPL-12 IPL-13 +25% +33% 0.78 0.95 0.98 0.87 0.86 0.53 0.37 1.05 1.16 1.20 1.03 1.03 0.65 0.47 1.33 1.56 1.41 1.33 1.42 0.94 0.6627% 35% 17% 29% 37% 43% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 1.60 1.80 2-14 15-21 22-30 31-40 41-50 51-60 61+ AGE GROUP IPL-11 IPL-12 IPL-13 GD%(IPL-13) GENDER +22% +30% 15-21 is the biggest contributor of viewership 12 Years
  13. 13. HD CHANNELS HAVE ATTAINED PEAK VIEWERSHIP India / 2 yrs+/ TV Only/ Viewing Min (Bn)/ Prime Time 1800-2400 Hrs Channel Rank STAR Sports 1 HD Hindi #1 STAR Maa HD #2 STAR Sports 1 HD #3 Sony TV HD #4 Colors HD #5 STAR Plus HD #6 Zee TV HD #7 STAR Gold HD #8 Zee Marathi HD #9 Sun TV HD #10 23 8 10 12 14 16 18 20 22 24 2020W1 2020W3 2020W5 2020W7 2020W9 2020W11 2020W13 2020W15 2020W17 2020W19 2020W21 2020W23 2020W25 2020W27 2020W29 2020W31 2020W33 2020W35 2020W37 VIEWING MINUTES (BILLION)– HD Channels Full Day 2019 2020 HD CHANNELS India 2+ Channel Rank STAR Sports 1 HD Hindi #23 Big Magic #24 Republic Bharat #25 Colors Marathi #26 Rishtey Cineplex #27 STAR Gold 2 #28 &pictures #29 STAR Bharat #30 Zee Sarthak #31 B4U Kadak #32 ALL CHANNELS HSM 2+ PRIME TIME 13
  14. 14. Advertising Trends 14
  15. 15. TOTAL ADVERTISING VOLUME FOR IPL 2020 OPENING WEEK IS 15% HIGHER THAN 2019 OPENING WEEK 0.75 0.95 1.15 1.35 1.55 1.75 1.95 2.15 Total Ad Volumes (Lacs) IPL 12 (2019) IPL 13 (2020) Ad Volumes in Lacs (Only Live Matches) First seven matches considered for both seasons Channels:- All Star Sports channels considered that aired all matches across both seasons (Star Sport 1 Bangla, Star Sports 2 (HD+SD) excluded/ since did not air equal number of matches across both seasons) 15
  16. 16. AD VOLUMES SEE GROWTH ACROSS MATCHES 0.23 0.24 0.25 0.21 0.25 0.22 0.270.27 0.29 0.29 0.26 0.31 0.24 0.27 Match 1 Match 2 Match 3 Match 4 Match 5 Match 6 Match 7 IPL 12 (2019) IPL 13 (2020) 14% 22% 14% 23% 23% 12% -2% Ad Volumes in Lacs Ad Volumes in Lacs (Only Live Matches) First seven matches considered for both seasons Channels:- All Star Sports channels considered that aired all matches across both seasons (Star Sport 1 Bangla, Star Sports 2 (HD+SD) excluded/ since did not air equal number of matches across both seasons) 16
  17. 17. ADVERTISER & BRAND COUNT IPL 2020 VS IPL 2019 68 81 Advertiser Count IPL 12 (2019) IPL 13 (2020) 117 143 Brand Count IPL 12 (2019) IPL 13 (2020) First seven matches considered for both seasons (Only Live Matches) Channels:- All Star Sports channels considered that aired all matches across both seasons (Star Sport 1 Bangla, Star Sports 2 (HD+SD) excluded/ since did not air equal number of matches across both seasons) 17
  18. 18. Appendix for ‘Advertising Trends’ section 18
  19. 19. FIXTURES : 2019 vs. 2020 RCB VS CSK SRH VS KKR DC VS MI KP VS RR DC VS CSK KKR VS KP MI VS RCB MI VS CSK DC VS KP RCB VS SRH RR VS CSK MI VS KKR KP VS RCB DC VS CSK IPL 2019 IPL 2020 19
  20. 20. INDIA SMARTPHONE BEHAVIOR DURING IPL 2020 WEEK 1 (19th - 25th Sept) 202020
  21. 21. 3 HRS 54 MINS SMARTPHONE USAGE IS 8% UP VERSUS THE RECENT WEEKS 3 HRS 29 MINS Daily Time Spent on Smartphone 3 HRS 22 MINS LOCKDOWN PHASE 1 UNLOCK PHASE 1 LOCKDOWN PHASE 2 LOCK- DOWN PHASE 3 LOCK- DOWN PHASE 4 UNLOCK PHASE 2 Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 UNLOCK PHASE 3 Sept. 19th: IPL 2020 LAUNCHED PRE-IPL 21
  22. 22. WEEKLY TIME SPENT 3 HRS 34 MINS 3 HRS 49 MINS VIDEO STREAMING 4 HRS 8 MINS Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 VIDEO STREAMING IS 13% UP VERSUS THE RECENT WEEKS 22
  23. 23. MASSIVE GAINS SEEN IN AUDIENCE BASE FOR HOTSTAR, SPORTS APPS, FANTASY SPORTS % USERS/WEEK OVERALL AMONG MALES IPL Week (Wk of 19th Sept) % change vs Pre Covid % change over Wk of 12th Sept IPL Week (Wk of 19th Sept) % change vs Pre-COVID % change over Week of 12th Sept OTT 52% +4% +32% 52% +5% +40% DISNEY+HOTSTAR 34% +13% +99% 35% +16% +128% SPORTS APPS 12% +45% +92% 15% +35% +89% FANTASY SPORTS 20% +106% +80% 24% +93% 147% Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 1. OTT includes all Video Streaming Apps excluding Youtube 2. Disney+Hotstar App usage above includes all Content and not only Cricket/Sports. 3. Sports Apps includes apps like ESPNCricinfo, OneFootball, CricBuzz, FotMob Soccer Scores, etc. that have sports related content like scoreboards, and match commentaries (this category does not cover gaming apps) 4. Fantasy Sports here includes cricket-related games that involve team creation and scoreboards basis the real-life performance of players 23
  24. 24. SUMMARY – TV VIEWERSHIP • In opening week 21% growth in average impressions per match vs. 2019, despite one less match & fewer channels than 2019 • 269 Mn viewers watched IPL in its opening week. 11Mn more viewers per match compared to 2019 o 1 out of 3 TV viewer watched IPL-13 Live o 44% of TV Households watched IPL-13 Live o Peak viewership for HD channels • The opening match of Mumbai Indians vs. Chennai Super Kings witnessed a viewership of 52 million impressions (29% higher than 2019), watched by 158 million viewers (21% higher than 2019) • Advertising volumes see 15% growth within Star Sports set of channels/ Live matches (excluding Star Sport 1 Bangla, Star Sports 2 (HD+SD) • Both Advertiser and Brand counts increase as compared to the earlier season 24
  25. 25. 1. OTT has witnessed a 32% increase in user base for the IPL week over the previous week, primarily driven by massive gains seen in Disney+Hotstar. 2. Significant Gains in Audience base seen for related Sports Apps / Fantasy Sports Apps, Disney Hotstar during the IPL week . TG: ABC, 15-45 YEARS, URBAN ANDROID SMARTPHONE USERS IN 1L+ TOWNS/CITIES 25 SUMMARY – SMARTPHONE BEHAVIOR
  26. 26. THANK YOU 2626
  27. 27. ONE MEDIA TRUTH™ 27

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