Maxus, the global media agency of GroupM, has analyzed the social conversations that happened around IPL Season 10 to understand the categories that generated maximum buzz during IPL 2017.
Maxus Mesh has done this study – the marketing command center and dialogue engine that reads environmental signals in real-time.
Key highlights of the report are as follows:
- This was most buzziest IPL season ever with more than 6 million mentions around the event. This is more than 2X as compared to 2016 buzz levels.
- KKR was most popular team this year followed by Winning team Mumbai Indians
- Dhoni was most popular IPL player this season followed by Gautam Gambhir and Rohit Sharma. ViratKohli who was leader in 2016 edition slipped 6 spots on popularity board.
- David Warner is the only (non-Indian) player to be amongst the top players in both IPL 2016 and IPl2017.
- Vodafone had most engaging and liked content this IPL season.
- The cute ZooZoo films and the old couple ad went viral and was the most shared story this IPL season.
- Also the highest views amongst the official sponsors of #VivoIPL2017.
- As expected, the Title sponsor – Vivo emerged as the most buzziest brand this IPL season. The brand hashtag #Vivoipl was also most recalled hashtag this IPl season.
- The mood and sentiment around IPL was very action oriented. There was great enthusiasm amongst the fans and this reflected in Maxus Kaleidoscope (Mood Measurement Proprietary Tool).
- Mumbai is most buzziest city followed by Delhi and Bangalore. Surprisingly both Delhi and Bangalore teams disappointed the fans back at home.
Maxus Mesh marketing command center and dialogue engine reads environmental signals in real-time. Also, part of the analysis comes from Maxus proprietary tool – Maxus Kaleidoscope, which enables location, based Mood planning of audiences in India basis social media conversations. It uses near real-time posts from Twitter &Instagram to bucket across 8 broad moods. The moods are extrapolated onto a map of India from where these posts emerge thereby giving us a literal Map of the mood of a place.
The social conversations measures impact of IPLT20 in India region.Detailed keyword analysis is conducted to identify social chatter around various aspects of IPLT20.