Wavemaker MESH, the Real-Time Data Intelligence solution has revealed its 9th Earned Equity report, analyzing the changing audience perception of the Indian Premier League (IPL), especially among digital viewers. The report leverages digital content, social insights, and search data to examine IPL’s impact in 2024.
IPL 2024 saw a 10% rise in buzz to 533 million from 484 million in 2023, thanks to new players delivering outstanding performances that enthralled audiences and enhanced the tournament’s appeal.
The report revealed a 194% surge in video content consumption in 2023, indicating increased fan engagement. Video views jumped from 21 billion in 2023 to 62 billion in 2024.
During the knockout match, RCB vs. CSK had more buzz than the finals, indicating strong engagement in critical games. RCB’s playoff entry made them the most talked-about team, while the champions, Kolkata Knight Riders (KKR), ranked third in buzz.
Virat Kohli, Rohit Sharma, and Hardik Pandya topped the player index, demonstrating their enduring influence. Abhishek Sharma and Shivam Dube stood out in the ‘Disruptive XI’ for their outstanding play and growing social media presence.
In terms of brand engagement, Tata emerged as the most buzz-worthy brand, followed by Jio Cinema, with Dream 11 being the most visible principal sponsor brand on social media.
In IPL 2024, Earned Media Equity reached INR 4,094 crores, with sponsor EMV at INR 905 crores. Jio Cinema and Star Sports led EMV, followed by Tata as Title Sponsor. RCB ranked highest on the EMV Index, ahead of CSK and KKR.
Commenting on the report, Ajay Gupte, CEO – South Asia, Wavemaker, expressed enthusiasm about the release of the 9th edition of the Earned Equity Report on IPL, emphasizing its value in shaping marketing strategies and providing actionable insights for brands. Vishal Jacob, Chief Transformation Officer, Wavemaker India, highlighted the comprehensive analysis of social buzz and its utility for brands navigating the competitive sports media landscape.
Methodology used
Wavemaker MESH uses real-time environmental signals for data gathering across various digital touchpoints, like social platforms (Facebook, Twitter, Instagram, YouTube). This approach ensures the generation of actionable insights from analysis.
