Mumbai: The time has arrived for the nation’s beloved summer tradition to return. As the Indian Premier League (IPL) marks its 16th season with the new edition commencing on Saturday, broadcasters are targeting 70 million unexploited television households and 250-300 mobile devices that have yet to download the IPL app.

This scheduled viewing is the result of meticulous planning, derived from extensive analysis of viewer demographics and franchise loyalty through numerous spreadsheets.

Interestingly, afternoon matches attract 40 percent fewer viewers compared to their evening counterparts. Even the much-anticipated MI-CSK rivalry would struggle to draw crowds in the sweltering heat. Sunday double-headers perform slightly better, with a viewership decline of only 28-30 percent for afternoon matches, though this is still considerable. Such insights inform broadcast scheduling decisions, which is why there are only 12 double-headers this season, with nine allocated for Sundays.

“Instead of referring to it as a 74-match tournament with daily games, we categorize them into marquee matchups—typically those involving the four most popular teams: RCB, MI, CSK, and KKR, treating these as key highlights,” explained Sanjog Gupta, CEO of Sports at Jio Star.

Generally, a match between MI-CSK or RCB-CSK garners 50 percent more viewers than a game featuring PBKS-LSG. While the IPL is the most viewed tournament in Indian sports over its two-month duration, the majority of viewership is driven by the Big Four franchises. CSK and MI benefit from their successful legacies under fan favorites MS Dhoni and Rohit Sharma, RCB enjoys the unparalleled support of Virat Kohli’s fans, and KKR attracts attention for various reasons, primarily the charisma of owner Shah Rukh Khan.

According to Gupta, the insights gained from ICC events indicate that matches involving India experience a significant increase in viewership, while non-India matches do not attract the same level of interest. However, the success of Indian matches positively influences the overall ratings. "We have developed a comparable level of excitement for Indian matches within the IPL, focusing on the more prominent events. Our marketing strategy for a match between MI and CSK will differ significantly from that of a PBKS and CSK match," he explained.

During the season, when viewer fatigue may occur, major matchups are promoted as 'rivalry week.' The broadcasters openly address criticisms regarding the preferential treatment of certain teams. "The Premier League serves as an excellent illustration," Gupta noted. "You cannot equate Manchester United with Nottingham Forest, even if the latter is lower on the points table. United has a larger fan base. Some teams inherently possess greater popularity, and by investing in them, you elevate the entire tournament."

While Royal Challengers Bangalore continues to seek its first title, Sunrisers Hyderabad exemplified success last year, propelled by their dynamic style of play and the popularity of Pat Cummins as a World Cup-winning captain. SRH emerged as the fourth-most viewed team in IPL 2024.

There may be some apprehension among stakeholders this year, as it marks the first season following the reorganization of teams after the mega auction. In 2022, viewership declined by 16-18 percent due to the reshuffling of captains and key players, with the exception of the top three teams. The introduction of two new teams, lacking established fan bases, further complicated matters. Despite winning the IPL, Gujarat Titans struggled with viewership ratings.

"We have successfully reversed this trend," Gupta stated. "From 2018 to 2024, viewership has increased by 40 percent, even as the number of matches rose from 60 to 74. It is essential to cultivate a fan base for the new franchises. We have collaborated with GT and LSG to enhance their following."

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