After having a sensational entry into the Indian sporting industry, Ultimate Kho Kho (UKK) has added another feather to its cap. According to the latest YouGov report, the league acquired impressive viewership of 164 million across various media points.
A new avatar to this indigenous sport has helped to attract people from the urban areas with an equal split with rural areas, a sum of 70% audience. According to the reports, 41% of the viewers are female, which is quite nice for a new sport on television.
This new trend shows that the audience is ready to accept the sport if it is executed properly. All the efforts which have been put in have highly paid off to make this sport a new sensation. The coverage of the first season of this tournament was provided by Sony Sports Network and was digitally streamed in all five languages on the broadcaster’s OTT platform, SonyLIV. The inaugural season was produced by RISE Worldwide.
“What stood out was the high time spent on highlights, which saw a total viewing of 5285 hours. That means despite some major international sports, including the India-Pakistan clash in Asia Cup, the fans were keen on taking the remote control back to enjoy Ultimate Kho Kho. The edge-of-the-seat action also introduced a whole sport to the new millennial and Gen-Z audience as it clocked 148 million reach on social media as well, with 225 million videos and 60 million interactions across social media platforms. What is also heartening is the strong response both from rural and urban for such an age-old and heartland sport in India,” said Ultimate Kho Kho CEO Tenzing Niyogi.
The first season not only attracted an audience from the franchise’s states (Maharashtra, Rajasthan, Odisha, Tamil Nadu, Andhra, and Gujarat) but also gained its viewership from states like Karnataka, Delhi, Punjab, Madhya Pradesh, and West Bengal.
This season also achieved a net media value of INR 132.5 Crore with the sponsor brandings on floor mats and perimeters.
Odisha Juggernauts emerged as the winner of the inaugural season, clinching the title by defeating Telugu Yoddhas by 46-45.