IPL 10 generates over 6 million mentions on social media: Maxus Mesh study

Maxus, the global media agency of GroupM, has analysed the social conversations that happened around IPL Season 10. The study was done by Maxus Mesh – the marketing command centre and dialogue engine that reads environmental signals in real-time.

The objective of the study was to understand the categories that generated maximum buzz during the tournament – event unfolding, top teams, top players, top team hashtags, mood of the nation by Maxus Kaleidoscope and Advertisers leader board.

Key highlights of the report are as follows: 

• This was the buzziest IPL season ever with over 6 million mentions around the event. The buzz was 2X more compared to IPL 2016.
• The final match between MI and RPS alone generated five lakh mentions.
• KKR dominated team popularity with over 1.3 million mentions, followed by Mumbai Indians with a little over 0.9 million mentions.
• Dhoni was the most popular player during the season with over five lakh mentions while Gautam Gambhir and Rohit Sharma followed. Virat Kohli, who was leader in the 2016 edition, slipped six spots on the popularity board. David Warner, only non-Indian player on the most mentioned/popular players list for this year.
• #CricketMeriJaan by Mumbai Indians was the most chanted team hashtag in the tournament.
• The mood and sentiment around IPL was largely action oriented (66 per cent). Other moods were calm (11 per cent), depression (1 per cent) and anxiety (22 per cent).
• Men (83 per cent) far outshout the women (17 per cent) with respect to IPL conversations.
• Mumbai (39 per cent) was the buzziest city followed by Delhi (30 per cent) and Bangalore (20 per cent). Kolkata stood at 11 per cent.
• The Title sponsor Vivo emerged as the buzziest brand this IPL season. The brand hashtag #VivoIPL was also most recalled hashtag this season.
• Amazon Chonkpur Cheetah ads were the most watched ads on digital this IPL season.
• Vodafone had most engaging and liked content this IPL season. The cute Zoo Zoo films and the old couple ad went viral and was the most shared story this IPL season.

Methodology: Part of the analysis comes from Maxus proprietary tool, Maxus Kaleidoscope, which enables location-based mood planning of audiences in India on the basis of social media conversations. It uses near real-time posts from Twitter and Instagram to bucket across eight 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 measure impact of IPL T20 in India region. Detailed keyword analysis is conducted to identity social chatter around various aspects of IPL T20.

Click here to view Maxus MESH IPL 2017

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