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02 April 2021
Who are the women watching IPL
Female lifestyles & attitudesSportsIndia
IPL 2020 saw a 21% increase in the number of women watching, with most of them (60%) doing so because they love cricket as a sport, according to a new analysis of YouGov data by Brand Equity.
Why it matters
Brands, both IPL advertisers/sponsors and those on the sidelines, need to be alert to shifting audience demographics. A growing female viewership opens up new opportunities for brands in categories not previously associated with the sport. Data from TAM suggests that IPL 2020 saw a 57% increase in ads targeting women.
Who is the female IPL fan?
She’s predominantly young (58% are aged 18-29) and single (51%).
Regionally, she’s more likely to be found in North/Central India (35%) or South India (32%).
Just over half (54%) said they watch most matches, while more than a quarter (28%) only watch their favourite team/players.
Two thirds of women IPL viewers have a generally positive view of the ads they see – and that in turn is likely to influence their recall or perception of those brands.