Pro Kabaddi Sea­son 5 Opens with Big Jump in View­er­ship and Spon­sor­ship

Event’s open­ing day gar­ners a to­tal of 60 mil­lion im­pres­sions with cu­mu­la­tive reach of over 50 mil­lion

The Economic Times - - Brands: Creating Desire - Gau­rav.Laghate@ times­group.com

Mum­bai: Four years af­ter a mod­est start, the hum­ble kabaddi con­tin­ues to make big strides in view­er­ship and spon­sor­ship with each pass­ing sea­son. With double in­vest­ment from its prin­ci­pal owner Star In­dia, the lat­est sea­son has seen a mas­sive jump in the open­ing day view­er­ship as well as spon­sor­ships.

Star In­dia, the of­fi­cial broad­caster and for­mat owner, be­lieves that Sea­son 5 is go­ing to be the in­flec­tion point for Pro Kabaddi, as open­ing day gar­nered a to­tal of 60 mil­lion im­pres­sions with a cu­mu­la­tive reach of over 50 mil­lion.

Tra­di­tional kabaddi mar­kets such as Ma­ha­rash­tra, Andhra Pradesh, Kar­nataka, and Tamil Nadu con­tinue to have a stronghold over the game, con­tribut­ing to twothird of the to­tal day 1 view­er­ship, Star In­dia said in re­ply to an ET query.

The Tamil Nadu mar­ket, it said, has re- gis­tered a 15-time jump in view­er­ship on day 1, while new mar­kets of UP and Gu­jarat have also grown 3 times and 2 times on the first day of view­er­ship, re­spec­tively. “Kabaddi is a phe­nom­e­non grow­ing both across mass TV au­di­ences and metropoli­tan dig­i­tal con­sumers in In­dia. The view­er­ship num­bers of the open­ing day of Pro Kabaddi Sea­son 5 prove that the sport has only grown big­ger in both its as­pi­ra­tional ap­peal and its view­er­ship im­pact,” said San­jay Gupta, MD, Star In­dia.

ET had first re­ported that PKL was to in­crease the to­tal num­ber of fran­chisees to12 from eight, with the num­ber of matches in the sea­son in­creas­ing to over 130 from 60 till last sea­son.

“The big drivers of growth are both ex­pan­sion of the sport and a deeper con­nect through lo­cal­i­sa­tion. The ex­pan­sion across 12 teams, 11 states with both a mass pan-In­dia con­nect and deep lo­cal­i­sa­tion has been the key to growth,” said Gupta.

PTI

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