Dominance of RCB and CSK in IPL 2024 Social Media Buzz
In the recently concluded Indian Premier League (IPL) season, Royal Challengers Bangalore (RCB) and Chennai Super Kings (CSK) dominated social media conversations and video content consumption. Despite not winning the tournament, these teams captured the attention of fans online. The Kolkata Knight Riders (KKR), the actual winners, ranked third in terms of social media buzz, according to a report by Wavemaker.
Unprecedented Earned Media Equity
This year’s IPL earned media equity (EME) exceeded ₹4,000 crore, with sponsor-earned media valued at ₹905 crore. EME represents the value derived from unpaid media coverage, including organic mentions, shares, likes, comments, and other forms of engagement across various media platforms. The Tata Group, the league’s title sponsor, was the most talked-about brand, followed by digital broadcaster JioCinema and fantasy sports platform Dream11, the most visible principal sponsor on social media.
Data Insights from Wavemaker’s MESH Tool
Wavemaker utilized its data intelligence tool, MESH, to gather insights from the digital ecosystem. This tool collected data from social listening, content analysis, and interaction data across platforms like Facebook, Twitter, Instagram, and YouTube. EME quantifies the monetary impact and reach of organic engagement, offering a clear picture of the return on investment from marketing efforts and unpaid media coverage.
Emerging Talents and Fan Engagement
Among the newer players, Abhishek Sharma and Shivam Dube stood out on the ‘Disruptive XI’ list, showcasing promising emerging talent. Despite Royal Challengers Bangalore’s defeat in the qualifiers, Virat Kohli remained the most popular player this season, with notable mentions for Ruturaj Gaikwad and Mayank Yadav. The report highlighted a 10% increase in overall buzz around IPL 2024, with video content consumption skyrocketing by 194% compared to 2023. The “buzz score” for the league reached 533 million, up from 484 million in the previous season, driven by new players delivering match-winning performances.
Kohli’s Popularity and Social Media Mentions
Another report by Interactive Avenues, the digital arm of IPG Mediabrands India, reinforced Kohli’s popularity, noting 7.5 million social media mentions for him across IPL 2024. Despite their eventual defeat, Royal Challengers Bangalore was the most mentioned team. MS Dhoni’s entries and cameo performances garnered the highest number of positive social media mentions, while Hardik Pandya faced the most negative reactions, becoming the only captain in IPL history to be booed by the crowd at every match venue.
JioCinema’s Expanding Reach
Viacom18-owned platform JioCinema reported a significant increase in viewership metrics, with its reach growing by over 38% to 62 crore. Reach measures the total number of unique viewers who accessed the platform to watch IPL content during the season. Additionally, JioCinema recorded 2,600 crore views, marking a 53% increase from the previous season. Views indicate the number of times IPL video content was watched on the platform. The total watch-time also surged, with over 35,000 crore minutes recorded.
Conclusion
As the IPL continues to captivate audiences and drive digital engagement, these metrics underscore the league’s growing influence and the increasing importance of social media and digital platforms in sports entertainment.(Dubai7 realmoneygame)