Official broadcasters of the Twenty20 cricket tournament, Sony Max, Sony Six and Sony ESPN -- part of Sony Pictures Networks India -- have created newer benchmarks reinforcing India's love affair with the country's biggest sports tournament.
The tournament with a cumulative reach of 335 million has now been seen by more than 50 percent of India's pay television households. With this IPL 2016's reach grew 54 percent over its opening week reach.
Any single prime time game in IPL has been seen by an average 84.4 million viewers which is higher than India's biggest television market -- Uttar Pradesh.
Sony Six and Sony ESPN together were at 238 GVM and surpassed the entire sports genre which stood at 27 GVM.
After IPL, Sony will turn to the world's most popular sport, football, as it will live broadcast the Euro football championship to be held in France from June 10 to July 10.