MUMBAI: The official broadcaster of the Indian Premier League (IPL) - Multi Screen Media - has reason to rejoice.

According to TAM Media Research data for Sony Max, Sony Six and Sony Aath for the matches played during 7 - 18 April, the eighth season of the IPL saw 54 per cent of the All India Universe tuning in to watch the matches. A total of 145 million unique viewers sampled 14 matches of IPL 8.

As teams battle it out, TAM research data also showed that time spent by viewers per match increased to 49 minutes and four seconds; which is 17 per cent more compared to the previous season of the IPL.

Compared to the 14 matches of IPL season seven, which received an average of 8,430 TVTs, this season saw an average of 11,050 average TVTs being registered, which is a jump of 31 per cent.

The data also states that 14 matches of IPL 8 have garnered 4.1 per cent average TVR, which was 30 per cent more compared to its previous edition.

Note: Data excludes the opening ceremony and is for the TG CS 4+ Years. The market is all India and for the period from 7 to 18 April, 2015. The channels covered under the same data are Sony Max, Sony Six, Sony Aath and the recently launched MSM channel Sony Kix. Data for Sony Kix began from 10 April onwards.