ZEE Entertainment garners a staggering 221 million viewers for the second edition of DP World ILT20

ZEE Entertainment garners a staggering 221 million viewers for the second edition of DP World ILT20

ILT20 phenomenal success is a testament of the mass appeal for its distinct international cricket league character

  • 46% female audience – a significantly plus for the event
  • 121 million young viewers under the age of 30 years watched ILT20 S2

Mumbai, March 1,  2024: A staggering 221 million viewers tuned-in on the Zee linear TV channels and ZEE5 to watch the second season of DP World ILT20. The 34-match league, it recorded 46% female viewers underscoring the league’s wide appeal in India and is a testament of its entertainment value for the entire household.

With Mumbai and Delhi emerged as pivotal markets, the matches garnered a massive response from the mass markets, including Uttar Pradesh, Madhya Pradesh Gujarat and Maharashtra. This again showcased the league’s influence across India’s diverse landscape. Furthermore, Season 2 of DP World ILT20 witnessed a notable increase in viewership from Punjab, resulting in 22% increase in cumulative reach. ZEE’s strategy to introduce Punjabi commentary on its social  platforms played a critical role in driving the surge in viewership and time spent.

As the cricket league’s broadcasting partner, ZEE Entertainment’s deep distribution strategy ensured widespread accessibility in India and across the globe. The matches were broadcasted worldwide through the channel’s extensive network of 10 widely distributed and popular linear TV channels, including &Pictures, &Pictures HD, Zee Cinema HD, Zee Anmol Cinema, Zee Zest, Zee Ganga, Zee Cinemalu HD, &Flix, &Flix HD and Zee Zest HD, alongside its leading OTT platform ZEE5 and partner networks.

Transcending geographical boundaries, the DP World ILT20 Season 2 was broadcasted across cricketing nations worldwide – from the United Kingdom, Australia and New Zealand to Sri Lanka, Bangladesh, the Caribbean and in over 100 countries. It has firmly established itself as the second most-watched T20 cricket league globally, captivating a broad spectrum of viewers, including women (99 million) and the youth demographic (121 million). Stadiums pulsed with energy as they welcomed crowds in full capacity, with passionate fans travelling from far-and-wide to immerse themselves in the thrilling atmosphere.

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Commenting on the performance of the league this year, Mr. Rahul Johri, President – Business, ZEE Entertainment Enterprises Limited (ZEEL) said, “DP World ILT20 Season 2 has set a new benchmark for franchise cricket leagues globally. We were successful in providing viewers with an exhilarating experience as they passionately cheered for their favourite teams and players. As we celebrate the success of Season 2, we would like to extend a heartfelt gratitude to our sponsors, ECB and all stakeholders for their trust and invaluable support, which has been instrumental in making this season bigger and better. Moving forward, we will continue to push the boundaries and innovate to elevate the viewing experience and entertain cricket enthusiasts around the world.”

MI Emirates clinched the coveted trophy, triumphing over the Dubai Capitals in a nail-biting finale that drew a packed audience at the Dubai International Stadium. From breathtaking last-over thrillers to sensational captain’s innings, each match was a testament to the teams’ unwavering determination and resilience. The unpredictability of the knockout stages kept fans on the edge of their seats, with the outcome of the eventual champion hanging in balance until the last over.

ZEE Entertainment’s star-studded commentary panel for the league’s second season was led by cricketing legends such as Virender Sehwag, Harbhajan Singh and Wasim Akram, ably supported by renowned voices like Alan Wilkins and Simon Doull, Together, they skillfully brought every moment of cricket action to life, offering fans an unparalleled cricket experience with captivating insights.

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Interestingly, the buzz surrounding DP World ILT20 Season 2 began even before the season commenced, as ZEE Entertainment rolled out a captivating ad campaign featuring star cricketer David Warner and brand ambassador Harbhajan Singh. This campaign effectively fuelled the anticipation for the league’s second season. Additionally, the mid-season collaboration with the rap group 7 Bantai’Z for a catchy cricket anthem celebrating the league’s global success played a critical role in engaging the audiences further. This fusion of sports and music not only resonated with fans worldwide but also generated massive excitement around the league.

The franchise-style tournament, comprising six teams and 34 matches, was played across the UAE. The league’s six franchise teams featured Abu Dhabi Knight Riders (Kolkata Knight Riders), Desert Vipers (Lancer Capital), Dubai Capitals (GMR), Gulf Giants (Adani Sportsline), MI Emirates (Reliance Industries), and Sharjah Warriors (Capri Global). Some of the world’s most prominent cricket stars participated in the Season 2, including David Warner, Dasun Shanaka, Rahmanullah Gurbaz, Sam Billings, David Willey, Sunil Narine, Andre Russell, Alex Hales, Rovman Powell, Shimron Hetmyer, James Vince, Ambati Rayudu, Corey Anderson, Dwayne Bravo, Trent Boult, Chris Woakes and Martin Guptill.

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Source: BARC : 2+; INDIA U+R (INCLUDING TV+OOH, LIVE+PPL) + DIGITAL

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