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
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.