IPL 2014 auction draws 680,000 online viewers

Parent Category: News | 21-02-2014

India's starsports.com attracted a streamed video audience of up to 680,000 during the two day-long IPL 2014 player auction earlier in February.

Star India's digital broadcasting arm says this figure is comparable to that achieved by Sony Six with its television coverage of the twenty20 (T20) cricket tournament's auctions in 2013, despite a five minute delay in the online video coverage.

Last year's IPL auctions on Sony Six delivered a reach of 404,000 viewers with an average time spent of 25 minutes in the male SEC ABC 15+ demographic. In comparison, starsports.com reached 387,000 viewers with an average time spent of 31 minutes each on the Internet, the company says.

"We had decided to produce a high quality show around the auctions, with commentary and analysis from Harsha Bhogle and Sourav Ganguly. This is a vindication of our approach. The Indian consumer is evolving fast and more and more consumers want to catch the action while on the move. We are convinced that this year, the mobile screen will be where the action will be for IPL," said Ajit Mohan, EVP and Head, New Media, Star India.

For the first time in 2014, starsports.com will be streaming live IPL matches, after after reaching a licensing agreement with the tournament's digital distribution rights holder Times Internet. Last year, IPL online witnessed a 56% growth in unique visitors, with over 200 million video views, according to the two companies.

During the recent IPL 2014 auction, the highest growth in traffic was seen on 12 February, when players including Yuvraj Singh and Kevin Pietersen were being sold. Almost 60% of the traffic was from sports fans between the age of 18-24 years, and almost all of the traffic was in the male demographic, according to starsports.com.