Starsports.com has claimed that the website has received more than a million unique visitors every day during the first week of IPL 2014 cricket tournament and around 4.7 million unique visitors across web and mobile devices.
The website also claimed that 150 million minutes of video were consumed by users during the first 7 matches played in the on-going Pepsi IPL, with an average of more than 32 minutes per match. Over 80% of the viewer base is in the 18-24 age group with the top 8 metro cities contributing 60% of the overall traffic. Female traffic contributed 27% of the overall audience. Consumption on mobile stands at 42 % of the overall traffic.
Advertising & Sponsorship for IPL 2014: Interestingly, Starsports has also been pushing for mobile consumption of IPL content on its website through its ad campaign on ‘Kanna, Keep Calm‘ on YouTube and television.
In addition, for IPL, the company claims to have also used its television infrastructure to introduce mid-roll ads in the middle of the overs in addition to the already prevalent pre-roll ads before the start of the video. The company in its release has also said, “Delivering mid-rolls seamlessly has been a significant challenge for most video delivery platforms in the past.”
This may be pointing to the streaming quality of these ads by YouTube in previous seasons of IPL.
Starsports.com has managed to get HUL as the presenting sponsor and amazon.in, Toyota, ITC Personal Care and Reckitt Benckiser as associate sponsors for IPL 2014.
Times Internet & Starsports.com: It is worth noting that this is the first year that Times Internet has partnered with Starsports.com for the digital streaming of IPL. The digital rights of Times Internet for IPL also happens to end in 2014. Times Internet had told Medianama that they found more financial and strategic benefits in partnering with STAR. Previously, the company had partnered with YouTube to stream the series.
IPL online reach so far: In 2013, Times Internet & YouTube had reported a total of 75.2 million viewers online, around 52% higher than the 49.3 million reported in 2012, halfway through the tournament (38 matches).
In 2012, Times Internet Limited* (Indiatimes), had reported a combined pageview of 113 million pageviews, a 55% increase from 72 million pageviews in IPL 4. Indiatimes claimed that the pageviews from India stood at 80 million, a 87% increase from 43 million pageviews in IPL 3, a combined total from YouTube and Indiatimes website.