TV Viewership for Premier League has grown 125% in last 2 years with 70% of its metro viewership coming from NCCS A households
Official Broadcaster of the Premier League – Star Sports continues to grow the world’s biggest football league in India. The 2023-24 season catapulted the scale of Premier League on television reaching 7.1 Crore India viewers, a massive 63% jump from the 2022-23 season and a 125% jump from 2021-22. To add to the steep rise in viewership, television also delivered higher consumption with the watch-time growing from 7.9 billion minutes to 9.3 billion minutes. Star Sports continues to play a crucial role in making the Premier League a cultural phenomenon that captivates millions of football fans nationwide.
Affluent Viewers at Scale – An Elite Proposition for Brands
Premier League on television has been a hotbed for brands targeting affluent viewers, and the previous season has unlocked these premium audiences at scale for advertisers. 70% of metro cities viewership for Premier League on Star Sports was from NCCS A. The league viewership grew massively on television in megacities, with a 2X increase in Reach and TVR while watch-time surged by 2.6X compared to last season. The top 6 most watched teams including Arsenal, Chelsea, Liverpool, Manchester United, Manchester City and Tottenham Hotspur which also have massive fanbases in India witnessed 3X reach growth on television among NCCS A audiences in megacities. To top it off, the Final Matchday, which is a high-octane affair among viewers clocked a whopping 5.5X growth in viewership among NCCS A viewers in megacities.
Premium Viewers at Scale
A recent Kantar Media study reveals that Premier League viewers are highly affined to television through the season, with 80% viewers choosing to watch the league on Star Sports. In terms of affluence, Premier League viewers on TV are 11X more likely to own cars above INR 11 Lac, 3X more likely to shop online and 6X more likely to order food online.
Exciting New Opportunities for Advertisers This Season on Star Sports
Byte Sized Associations on TV – For the first time ever on Star Sports, brands can associate with Premier League for periods ranging from 1 month to the full length of the league. Brands can now buy monthly spots across matches as well as selective matches of the top 6 teams. Additionally, associations that help build brand salience like Picture-in-Picture Ads, Replay Bug and Clock Dropdown are de-bundled and are available for brands to own at a monthly level for brands.
Own Contextual Moments – Advertisers can now leverage a bundle of contextual moments like Goal Celebrations and Impact Moments to make their association more seamless and consistent among viewers.
Captivating Storytelling – Brands can leverage Co-branded Promos, a signature asset to leverage Premier League on TV which allows advertisers to use official match footage to showcase the brand proposition to viewers. Co-branded promos act like an independent TVC for the brand at a fraction of the cost.
Disruptive Advertising through AR Graphics in Live Broadcast – Brands now have a chance to own the big screen in a big way through Augmented Reality graphics during live broadcast of Premier League, with up to 10 playouts of the asset with a full-season Presenting Sponsor association.
The Premier League continues to be the most competitive football league, attracting new viewers on television each season. Nail-biting clashes, intensifying rivalries and high quality of football make Premier League on Star Sports a clinical opportunity for brands to reach premium viewers at scale over a season long duration.
