IPL 2024: A Season of Unprecedented Engagement and Buzz
Increased Interactions and Conversations
This IPL season generated even more interactions and conversations compared to previous seasons, leading to a 10% increase in overall buzz. The tournament featured two months of captivating engagements, including iconic matches and moments that significantly elevated its popularity.
Earned Equity Report by Wavemaker MESH
Wavemaker MESH today released the 9th edition of the Earned Equity report. The report analyses how the audience perception of IPL has evolved over the years. It focuses on the digital audience and uses data points like consumption data around digital content and social and search insights.
Real-Time Data Intelligence
Wavemaker MESH is a Real Time Data Intelligence solution that reads real-time environmental signals. The report sources data from multiple consumer touchpoints across the digital ecosystem, ranging from social listening and content analysis to interaction data collected from Facebook, Twitter, Instagram, and YouTube.
Expert Insights on the Report
Ajay Gupte, CEO – South Asia, Wavemaker, expressed excitement about presenting the 9th edition of the Earned Equity Report on IPL. He emphasized the report’s value for cricket enthusiasts and brands in shaping their marketing strategies. Vishal Jacob, Chief Transformation Officer, Wavemaker India, highlighted the comprehensive analysis of the social buzz surrounding IPL 2024, offering brands actionable insights to navigate the competitive sports media landscape.
Key Highlights of the Report
Record-Breaking Buzz
This IPL season generated even more interactions and conversations compared to previous seasons, leading to a 10% increase in overall buzz. The tournament featured two months of captivating engagements, including iconic matches and moments that significantly elevated its popularity.
Surge in Buzz Score
The buzz score for IPL 2024 reached an impressive 533 million, surpassing the 484 million in IPL 2023. The emergence of several new players who showcased their talents, delivering match-winning performances, was the primary reason for this surge.
Growth in Video Content Consumption
The consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season. This rise reflects the increasing engagement and interest of fans.
Conversation Drivers and Emerging Talents
Royal Challengers Bangalore (RCB) and Chennai Super Kings (CSK) continued to be the conversation drivers, with the winning team Kolkata Knight Riders ranked at #3. Young players like Abhishek Sharma and Shivam Dube stood out in the ‘Disruptive XI’ leaderboard as promising emerging talents.
Popular Players and Rising Stars
While King Kohli continued to be the most popular player this season, rising stars like Ruturaj Gaikwad and Mayank Yadav also made significant impacts.
Buzziest Brands and Sponsors
Title Partner Tata emerged as the most buzzworthy brand, followed by Jio Cinema. Dream 11 was the most visible Principal Sponsor Brand on social media. According to Wavemaker MESH, the Earned Media Equity for IPL 2024 reached INR 4,094 crores, with sponsor Earned Media valued at INR 905 crores.
Top Broadcasters and Teams
Broadcasters Jio Cinema and Star Sports had the highest Earned Media Value (EMV), followed by the Title Sponsor Tata. RCB topped the chart of the EMV Index for teams, followed by CSK and KKR.(Dubai7 realmoneygame)