New Delhi: Wavemaker MESH has released the 9th edition of its Earned Equity report, shedding light on the evolving audience perception of the Indian Premier League (IPL). The report, which focuses on the digital audience, utilizes consumption data and social and search insights to paint a comprehensive picture of the IPL’s impact.
Increased Buzz and Engagement
According to the report, IPL 2024 has seen a significant increase in interactions and conversations, generating a 10% rise in overall buzz compared to previous seasons. Over two months, the tournament featured iconic matches and moments that captivated fans, driving its popularity to new heights.
The buzz score for IPL 2024 soared to an impressive 533 million, up from 484 million in IPL 2023. This surge was primarily attributed to the emergence of several new players who delivered match-winning performances, leaving a lasting impression on audiences.
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Surge in Video Consumption
Video content related to IPL 2024 witnessed a remarkable growth, with consumption nearly tripling compared to the previous season. This increase in video consumption reflects the growing engagement and interest of fans in the tournament.
Brand Visibility and Earned Media Value
Title Partner Tata emerged as the most buzz-worthy brand, followed closely by Jio Cinema. Dream 11 was the most visible principal sponsor on social media. The report highlights that the earned media equity for IPL 2024 reached a staggering Rs 4,094 crores, with sponsor earned media valued at Rs 905 crores. Broadcasters Jio Cinema and Star Sports achieved the highest Earned Media Value (EMV), with Tata also ranking prominently.
Top Teams and Emerging Players
Royal Challengers Bangalore (RCB) and Chennai Super Kings (CSK) continued to drive conversations, with the winning team Kolkata Knight Riders ranking third. The ‘Disruptive XI’ leaderboard showcased young talents like Abhishek Sharma and Shivam Dube as promising emerging players. Despite the emergence of new stars, Virat Kohli remained the most popular player this season, with Ruturaj Gaikwad and Mayank Yadav also gaining significant recognition.
The 9th edition of the Earned Equity report by Wavemaker MESH underscores the increasing digital engagement and evolving audience perception of IPL 2024. With a surge in buzz, video consumption, and brand visibility, this season has set new benchmarks for the league, highlighting the ever-growing passion of cricket fans.
