The 2018 FIFA World Cup in Russia has not only grabbed the imagination of audience across the globe but also in India. According to numbers obtained from BARC, All India, CS2+, the showpiece event witnessed more than 47 million viewers tuning in to broadcasting channels and streaming online for the first 48 hours in India. For the first four matches, more than 47 million people watched the games on television and streamed online. Overall, more than 41 million viewers followed the World Cup on TV while over 6 million viewed it online tll date. The cumulative reach was 47.3 million viewers in first 48 hours. Unsurprisingly, the top markets were most in the states of West Bengal, Kerala, North East and Maharashtra.
As many as 19.3 million people tuned in to watch the opening match between Russia and Saudi Arabia. Incidentally, 45% of the viewership was contributed by women. The tournament also enjoyed quite a massive engagement level with an average TSV of 39 minutes. (Sources for all the above numbers are BARC, All India, CS2+, live matches.)
FIFA tournaments in India enjoy a fair amount lot of viewership in India. Cashing in on the excitement, broadcasters have also fans an important part of the entire event.
Explaining the role of a supporter and building strategies around them, Sony Pictures Networks senior VP of marketing and OAP of sports, Kedar Teny was quoted as saying by indiatelevision, “When we looked at data, we saw that there is a football audience and there is FIFA audience, wherein the FIFA audience is far greater than the football audience. People follow FIFA since we don’t have our own country’s participation it and it was a challenge to drive communication around it.”
FIFA World Cup 2018 is currently in its group stage, But three teams; Morocco, Egypt and Australia have already been elimanated. Argentina, who succumbed to a 3-0 defeat on Thursday night are also struggling to keep their campaign alive.