Buzz Generated Around IPL 2024 Grew By 10%: Report

Wavemaker MESH – the real-time Data Intelligence solution has released the 9^th 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 also social and search insights.

Wavemaker MESH is real-time data Intelligence solution that reads real-time environmental signals. The report has data sources from multiple consumer touchpoints across the digital ecosystem ranging from: social listening and content analysis that are both owned & earned, and Interaction data points collected from Facebook, Twitter, Instagram and YouTube.

Commenting on the report, Ajay Gupte, CEO - South Asia, Wavemaker says, “We are excited to present the 9^th 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.”

Vishal Jacob, Chief Transformation Officer, Wavemaker India also adds, “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.

In today's dynamic landscape, understanding and leveraging social conversations are paramount for a brand’s success. This report equips brands with the essential knowledge required to boost engagement and enhance their digital presence.”

Some highlights of the report:

• This IPL season generated even more interactions and conversations when compared to the previous seasons, leading to a 10 per cent increase in overall buzz. The tournament featured two months of captivating engagements, including iconic matches and moments that significantly elevated its popularity
• The buzz score for IPL 2024 reached an impressive 533 million, surpassing the 484 million in IPL 2023. The primary reason for this surge was the emergence of several new players who showcased their talents, delivering match-winning performances and leaving a lasting impact
• The consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season. The rise in video consumption reflects the increasing engagement and interest of fans
• 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
• While King Kohli continued to be the most popular player in this season, we also saw the emergence of rising stars like Ruturaj Gaikwad and Mayank Yadav
• Title Partner Tata emerged as the most buzziest brand, followed by Jio Cinema
• Dream 11 was the Most Visible Principal Sponsor Brands 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
• Broadcasters Jio Cinema and Star sports had the highest Earned Media Value (EMV) followed by the Title Sponsor Tata  
• RCB tops the chart of EMV Index for teams, followed by CSK and KKR