PL 2024 Created 10% More Buzz Than Previous Seasons: Wavemaker Report
Introduction
The Earned Equity Report on IPL 2024, released by Wavemaker MESH, provides an in-depth analysis of how audience perception of IPL has evolved over the years. The report focuses on the digital audience, utilizing various data points like digital content consumption and social and search insights.
Data Sources and Analysis
The report gathers data from multiple consumer touchpoints across the digital ecosystem. These touchpoints include social listening, content analysis (both owned and earned), and interaction data collected from platforms such as Facebook, Twitter, Instagram, and YouTube.
Expert Insights
Ajay Gupte, CEO – South Asia, Wavemaker, emphasized the importance of the report for cricket enthusiasts and brands. He stated that the report would be invaluable for shaping marketing strategies and providing insights for future sponsorships and partnerships. Vishal Jacob, Chief Transformation Officer, Wavemaker India, highlighted the report’s comprehensive analysis of the social buzz surrounding IPL 2024, offering brands actionable insights to navigate the competitive sports media landscape.
Key Findings
- Increased Buzz: This IPL season generated significantly more interactions and conversations than previous seasons, resulting in a 10% increase in overall buzz. The tournament’s two months of captivating engagements, including iconic matches and moments, significantly elevated its popularity. The buzz score for IPL 2024 reached an impressive 533 million, surpassing the 484 million in IPL 2023. This surge was primarily driven by the emergence of several new players who delivered match-winning performances and made a lasting impact.
- Video Content Growth: The consumption of video content related to IPL 2024 saw significant growth, nearly three times more than the previous season. This rise in video consumption reflects the increasing engagement and interest of fans in the tournament.
- Top Teams and Players: Royal Challengers Bangalore (RCB) and Chennai Super Kings (CSK) continued to be the main conversation drivers, with the winning team Kolkata Knight Riders (KKR) ranked third. Young players like Abhishek Sharma and Shubman Gill stood out on the ‘Disruptive XI’ leaderboard as promising emerging talents. Virat Kohli remained the most popular player this season, while rising stars like Ruturaj Gaikwad and Mayank Yadav also gained significant attention.
- Brand Engagement: Title Partner Tata emerged as the most buzzed brand, followed by Jio Cinema. Dream11 was the most visible principal sponsor brand on social media. The Earned Media Equity for IPL 2024 reached INR 4,904 crores, with Principal Sponsor Dream11 valued at INR 905 crores. Broadcasters Jio Cinema and Star Sports had the highest Earned Media Value (EMV), followed by Title Sponsor Tata.
- Team EMV Index: RCB topped the EMV Index for teams, followed by CSK and KKR. This index reflects the media value generated by each team’s engagement and presence across digital platforms.
Conclusion
The Wavemaker Earned Equity Report on IPL 2024 highlights the growing digital engagement and evolving audience perception of the tournament. With significant increases in buzz, video content consumption, and brand engagement, IPL 2024 has set new benchmarks for future seasons. The insights provided by the report are invaluable for brands looking to navigate the competitive sports media landscape and maximize their marketing strategies.(cricket betting sites)