Sony Pictures Networks India, the official broadcaster of the VIVO IPL has drawn significant audience from the rural markets in its 10th season witnessing 59 per cent growth over last year.
The VIVO IPL 2017 matches are being broadcast on Sony MAX, Sony SIX and Sony ESPN.
The key highlights for the third week includes the matches have a cumulative reach of 339 million in the third week of the tournament as compared to last year’s reach of 289 million.
The company said in a statement that the soaring growth story is well supported by the rural markets contributing 46 per cent of the viewership vis-à-vis 38 per cent in 2016.
The tournament enjoys higher engagement in rural markets with 69 minutes’ average time spent per viewer vis-à-vis 48 minutes last year.
The tournament’s viewership has seen a 34 per cent growth at 23.2 million average impressions over last year’s 17.3 million average impressions after 23 matches.