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A record 518 million (51.8 crore) people tuned in to watch the ICC World Cup 2023 live broadcast on TV, according to the latest (Broadcast Audience Research Council) BARC data released on Thursday. This remarkable figure underscores the unwavering passion of the nation for the sport, showcasing the immense popularity and engagement with the tournament that was showcased by Disney Star on their TV and digital platforms.
The live TV broadcast for the tournament garnered 422 billion minutes of TV watch time, making it the most watched ICC Men’s World Cup in the history of the event. The final between India and Australia delivered a peak concurrency of 13 crore on TV, which surpassed the previous highest peak concurrency in the tournament with India Vs Pakistan at 7.5 crore and India Vs New Zealand at 8 crore.
The streaming arm of Disney Star broke its own record five times through the tournament to witness a peak concurrency of 5.9 crores on Disney+ Hotstar during the World Cup final between India and Australia on Sunday, breaking the previous record of 5.3 crores during the semi-final match between India and New Zealand on November 15.
As per Elara Capital, Disney+Hotstar was able to generate an ad spend of Rs 9 to 9.5 billion, helped by India’s superior performance in the tournament. Consumer packaged goods, BFSI, telecom, and travel were major contributors, as ad spend in digital for World Cup doubled vs the earlier WC in 2019 (a CAGR of 25%).
Further, TV ad spend for the tournament grew by 25 per cent higher vs 2019 World Cup, largely in line with Elara’s expectations, as the tournament in total was able to garner ad spend of Rs 22 to 23 billion (TV and digital).
“The festival season and the World Cup have been the ideal combination, as the festival season drives spend and consumption with consumer sentiments at their highest, which, in turn, influences advertisers to spend more toward advertising,” said the Elara report.
As per Elara’s assessment, India matches garnered 29 million concurrent viewers on an average (11 matches), which is higher than any other tournament on digital. Non-India matches, on the other hand, recorded an average concurrent viewership in the range of 5.5million viewers (33 matches), which is significantly lower than India matches.
The World Cup, hosted solely by India, led to a boost in the travel and hospitality sector, as fans travelled to watch cricket matches in various cities. India also hosted a World Cup after 12 years and the robust run of ROhit Sharma-led team with heroics of Virat Kohli and Mohammad Shami had led to palpable craze among fans.
India’s matches on Disney+Hotstar were able to attract the highest CPM (cost per mile) ever at approximately 400-450,which is a 20-25 per cent higher vs IPL too, due to the World Cup having a larger target audience, Team India’s superior performance and content being offered free on OTT platforms.
During the India vs South Africa match on November 5, the platform attracted 44 million peak concurrent users. Prior to that, India’s matches against New Zealand and Pakistan had peak concurrent users of 43 million and 35 million, respectively.
While the peak concurrency on digital witnessed a surge, BARC data for the All India 2+ audience suggested that the India vs New Zealand match on October 22 had 80 million peak concurrent viewers on TV across Disney Star channels and Doordarshan.
Previously, the India vs Pakistan match had a peak concurrency of 75.5 million viewers.
In a major heartbreak for over a billion Indians who live and breathe cricket, Australia defeated the national men’s cricket team in the final by six wickets to emerge as winners of the ICC ODI World Cup 2023.
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