Inaugural season of Ultimate Kho Kho clocks 164 million view, 41 per cent female audience
According to the latest report from YouGov, the Ultimate Kho Kho League has touched a massive audience of 164 million across various media touch points, emerging amongst the top-3 non-cricket leagues in India. The report further claimed that 41% of the overall viewing base was female audiences.
The inaugural edition of the Ultimate Kho Kho was telecast on Sony Sports Network as well as streamed on SonyLIV across multiple channels and in 5 languages. The inaugural Season was produced by RISE Worldwide with 19 plus cameras including the first-ever Spidercam in indoor sports in India.
Inaugural season managed to get higher traction not only in franchisee states (Maharashtra, Tamil Nadu, Andhra, Gujarat, Odisha and Rajasthan) but also in other states such as Karnataka, Delhi, Punjab, Madhya Pradesh and West Bengal. The YouGov report has claimed that
Ultimate Kho Kho has also achieved a net media value of INR 132.5cr with the sponsor branding on floor mats and perimeters assuring the maximum visibility given the format of the game, camera angles and court size.
Meanwhile, the CEO of Ultimate Kho Kho league, Tenzing Niyogi has claimed that India’s indigenous sport has built its own reputation amid major international tournaments, including the India-Pakistan clashes in the 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 new sport to the millennial and Gen Z audience as it clocked 148 million reaches on social media as well, with 225 million video views 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.
Notably, Ultimate Kho Kho is promoted by Amit Burman in collaboration with the Kho Kho Federation of India.