IPL season 10 continues to grab eyeballs

Sony Pictures Networks India, the official broadcaster of Indian Premier League, saw significant amount of viewers from rural markets in the cricket tournament’s 10th season, 59 per cent growth over last year. The matches are being broadcast on Sony Max, Sony Six and Sony ESPN. Rural markets are accounting for 46 per cent of the viewership this year versus 38 per cent in 2016. The tournament has seen greater engagement in rural markets as well, with the average time spent increasing to 69 minutes versus 48 minutes last year. IPL viewership saw a 34 per cent growth at 23.2 million average impressions (number of people watching the tournament at any given point of time in telecast) over last year’s 17.3 million after 23 matches. IPL has achieved a cumulative reach of 339 million in its third week as compared to last year’s 289 million.