The viewership rating has fallen 31% from the previous season for the first two dozen matches compared with an equal number of matches in the last season, the data showed. While the drop was over 25% in the urban market, in the rural areas it was worse at 33%.
As per BARC, PKL clocked 237.2 million impressions in the first 24 matches across 9 channels where it is telecast live, compared with 344.7 million last time. Only one channel had a higher number compared with the previous season.
Impressions are the total number of viewers estimated to be watching a show or programme, averaged per minute across the duration.
Ratings in urban areas was down to 62.1 million from 83.1 million, while in rural markets, which always used to perform strongly for PKL, impressions were down from 261.5 million to 175 million.
An email sent to Star India seeking comment did not elicit response till press time Monday. Star India telecasts the matches on its channels and has a 74% stake in Mashal Sports, which owns PKL.
A sports marketing executive, who did not wish to be identified, said one of the reasons for this could be viewer fatigue. “There could be a lot of reasons including viewers fatigue and lack of marketing buzz. If you see, this time Star has not put a lot of emphasis in marketing the property like it used to do earlier. But this is dangerous as it puts a question mark on Star’s commitment on the league as now it has serious investments riding on cricket.”
Except for the Tamil channel, Star Sports 1 Tamil, which witnessed an 89% jump in viewership, all other channels registered a drop ranging from 18% (Star Sports 1 Hindi) to 45% (Star Sports 2).
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