SPECIAL FEATURE

Star Sports rolled out a unique initiative - #She4HerGlory leading up to the ICC Women’s T20 World Cup 2024 which is set to kick off on 3 October.

The initiative is a collective celebration of women’s cricket featuring trailblazers from the Indian media and marketing fraternity. 

Through #She4HerGlory, the women leaders shared unique facts about women’s cricket through video messages. 
 

Star Sports aims to not only celebrate women’s cricket but also educate and inspire viewers about the rich history and future potential of the sport through the influence of these women leaders. 

Women’s T20 World Cups have been showing consistent growth in television viewership and consumption. In 2018 the watch time was 4.9 billion minutes on television. For the 2023 edition, it grew close to eightfold to reach a massive 31.4 billion minutes.

The last World Cup outshone the biggest reality show by having a reach of 107 million viewers. In comparison, the biggest reality show reached 98 million people and the biggest quiz show was watched by 67 million viewers.

With this year’s tournament coinciding with the festive season - the tournament gets over just a few days before Diwali. Keeping the above viewership numbers in mind, brands can look to it to maximise their festive season.

The viewers are split between 55% male and 45% female. The data also suggests that it’s viewed by more premium consumers as NCCS A in megacities are 1.5X more than other audience segments. In terms of the age group consuming the sport – 40% of it is from young viewers aged 15-30.

Further, 15 key matches of the tournament, including India matches and the final will be broadcast during what’s considered to be prime time – 7:30 pm onwards.