MAM
IPL crosses over 100 million viewers in 14 matches
MUMBAI: The third edition of the Indian Premier League (IPL) has managed a cumulative reach of 108 million viewers in just 14 matches, demonstrating that the T20 league is fast replacing other cricketing content as the hottest property.
The IPL in its inaugural edition had reached 77 million viewers in 14 matches, and then gone on to amass 96 million viewers in its second season.
The third edition of the IPL, currently on display, took 10 matches to reach 100 million viewers compared with 51 matches in the first season and 23 matches in the second season, signaling the growing popularity of the T20 format for TV viewers.
Tam data, in fact, shows people are tuning in to the games even on weekdays and not just on weekends or holidays. Interestingly, the top-rated match this year was recorded on a Wednesday as the contest between Mumbai and Delhi earned a TVR of 6.24 on 17 March.
The average TVR this year is 4.69, which is slightly lower than the TVR of 4.97 in the first year. In the second year, the TVR was 4.52.
It is somewhat surprising that 40 per cent of the IPL’s viewership is coming from the 35+ TG. The SEC split is relatively even, as indicated by the Tam data.
MAM
Valvoline launches FIFA World Cup 2026 global campaign
Campaign highlights fan journeys and mechanics powering travel worldwide
MUMBAI: From kick-off to kilometres, Valvoline is fuelling more than just engines this World Cup. Valvoline Global Operations has unveiled its global campaign for the FIFA World Cup 2026, spotlighting the journeys fans undertake to witness the game while quietly tipping the hat to the mechanics who keep those journeys on track. Titled “The Original Engine Oil. For the Driven.”, the campaign leans into the emotional and physical commitment of football fans travelling across cities and countries, reframing mobility as an integral part of the sporting experience.
At its core is Valvoline’s first FIFA World Cup-themed ad film, which parallels the evolution of the brand spanning over 160 years with the enduring passion of fans. Produced in Chile by We Are Laugh, the film stitches together moments of anticipation, preparation and connection that define matchday journeys, whether it’s a cross-country drive or a short ride with friends.
The narrative extends beyond fans to spotlight the often-overlooked ecosystem behind the scenes mechanics and service professionals who ensure every trip runs smoothly. The brand positions itself as a constant companion across these miles, reinforcing its legacy in powering mobility.
Valvoline Global chief brand officer Michael Kirtman said, the campaign celebrates both the fans who “go the distance” and the people who make those journeys possible.
The rollout has already begun in India and will expand globally in May, covering markets such as the United States, China, Australia, Canada, Thailand and Saudi Arabia. The campaign will be amplified through a multi-channel mix, including television, digital out-of-home, radio, social platforms and experiential activations.
In a World Cup defined by goals and glory, Valvoline is telling a quieter story, the one measured not in minutes, but in miles.
