Wavemaker MESH – the Real Time Data Intelligence solution today released the 9th edition of Earned Equity report which 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.
It has data sources from multiple consumer touchpoints across digital ecosystem ranging from: Social listening and content analysis that are both owned and earned, and interaction data points collected from Facebook, Twitter, Instagram and YouTube.
This IPL season generated even more interactions and conversations when compared to the previous seasons, leading to a 10% increase in overall buzz. In IPL 2023, the number stood at 484 million, whereas in IPL 2024, it rose to 533 million.
As per the report, the buzz score for IPL 2024 reached 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 report mentioned that the consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season. The consumption of video content rose by 194% from 2023. In IPL 2023, the viewership tally stood at 21 billion, whereas in IPL 2024, it soared to 62 billion. The rise in video consumption reflects the increasing engagement and interest of fans.
Knock-out match between Royal Challengers Bangalore (RCB) and Chennai Super Kings (CSK) drove more conversations than the finals of the tournament. RCB and CSK continued to be the conversation drivers, at 30 million and 25 million conversations respectively, with the winning team Kolkata Knight Riders (KKR) ranked at number three with 15 million conversations.
Young players like Abhishek Sharma and Shivam Dube stood out in the ‘Disruptive XI’ leaderboard as promising emerging talents. While Virat Kohli continued to be the most popular player in this season, the tournament also witnessed the emergence of Ruturaj Gaikwad and Mayank Yadav.
Title Partner Tata emerged as the buzziest brand. JioCinema ranked second followed by Vi, My 11 Circle and Star Sports. Dream 11 was the Most Visible Principal Sponsor Brands on Social media.
According to Wavemaker MESH, the Earned Media Equity for IPL 2024 reached Rs 4,094 crore, with sponsor Earned Media valued at Rs 905 crore.
Broadcasters Jio Cinema and Star Sports had the highest Earned Media Value (EMV) followed by the Title Sponsor Tata. Also, RCB topped the chart of EMV Index for teams, followed by CSK and KKR.
Commenting on the report, Ajay Gupte, CEO – 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, Chief Transformation Officer, 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.”
“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,” he added.
