Wavemaker, India’s MESH real-time data intelligence platform, has released its ninth annual “Earned Equity Report” on the Indian Premier League (IPL) 2024.
The report analyzes online conversations and social media engagement to understand brand performance and audience perception.
The report reveals a significant 10% increase in online buzz surrounding IPL 2024 compared to previous seasons. This surge reflects heightened audience interest and engagement with the cricket tournament. The “buzz score” reached an impressive 533 million, surpassing the 484 million recorded in IPL 2023. Notably, the emergence of several talented new players who delivered match-winning performances was a key driver of this growth.
Fans Lap Up Video Content
Consumption of video content related to IPL 2024 has seen a remarkable rise, nearly tripling compared to the previous season. This significant increase highlights the growing engagement and interest among fans that are actively consuming video content related to the tournament.
Social Media Engagement
Players: Virat Kohli remains the undisputed king of social media popularity. However, rising stars like Ruturaj Gaikwad and Mayank Yadav garnered significant traction during the season. Additionally, young talents like Abhishek Sharma and Shivam Dube emerged as promising contenders on the “Disruptive XI” leaderboard.
Brands: The title sponsor, TATA, dominated brand conversations, followed closely by the official broadcaster, JioCinema. Interestingly, Dream 11 stood out with the most prominent social media presence among brands.
Sponsor Value Soars
The report emphasizes the immense value generated by the IPL for sponsors. The total Earned Media Equity (EME) for IPL 2024 reached a staggering INR 4,094 crore. This translates to an estimated INR 905 crore worth of free exposure for sponsors through earned media channels. Broadcasters, JioCinema, and Star Sports Network led the pack in terms of Earned Media Value (EMV), followed by the title sponsor, Tata.
Among teams, Royal Challengers Bengaluru (RCB) secured the top spot for the EMV Index, followed by Chennai Super Kings (CSK) and Kolkata Knight Riders (KKR).
Commenting on the report, Ajay Gupte, CEO – of South Asia, Wavemaker said, “We are excited to present the 9th edition of Earned Equity Report on IPL. This report is poised to be an invaluable resource for cricket enthusiasts and brands alike, particularly in shaping their marketing strategies. We are confident that it will provide valuable insights to brands, paving the way for future sponsorships and partnerships.”
Talking about the report Vishal Jacob, Wavemaker India said, “The Earned Equity Report offers a comprehensive analysis of the social buzz surrounding IPL 2024, providing brands with actionable insights to navigate the competitive sports media landscape.”
Key Takeaways
The Wavemaker India report offers valuable insights for brands seeking to capitalize on the immense influence of the IPL. By analyzing online conversations and social media trends, brands can develop data-driven marketing strategies to strengthen their digital presence and engage with the passionate Indian cricket audience.
The report underscores the IPL’s enduring ability to generate significant online buzz and brand value. As the tournament evolves, brands can utilize data-driven insights to navigate the dynamic sports media landscape and maximize their return on investment.
Wavemaker MESH is a real-time data intelligence solution that acts as a digital ear on the ground. It gathers data from various consumer touchpoints across the digital ecosystem, including social listening, content analysis of owned and earned media, and interaction data from major social media platforms.