iCubesWire, the ad-tech digital marketing platform, took a deep dive into Twitter universe to create a comprehensive sentiment analysis study on the Indian Premier League (IPL) 2023. It found that Royal Challengers Bangalore is the most talked about team in this season of the League.
The study monitored IPL-related conversations on Twitter, offering insights into the patterns in public opinion around players, teams, captains, controversies and brands.
The study is based on various data points, including the total number of mentions and the breakdown of neutral, positive, and negative sentiments for different categories. The report's key results aim to provide actionable insights for industry professionals.
The key takeaways are:
· Virat Kohli remained the undisputed king of Twitter buzz. However, the sentiment analysis also hinted at a love-hate relationship, with a considerable share of negative sentiment at 14.65% - indicating the polarised nature of the users on the platform.
· Surya Kumar Yadav, with 45.3% positive sentiments, was not too far behind and was among the crowd's favourites. However, the difference between the reach is considerable, with 71.89% less reach than Virat’s. Shubman Gill, despite having approximately 86% less reach than Virat, also stood out among batsmen along with Faf du Plessis, garnering positive sentiments reflecting their favourable public image.
· Bowler Mohit Sharma became the most talked about bowler during IPL 2023. Rashid Khan bagged the second favourite spot with 23.24% less reach than Mohit Sharma. At 66.06% less reach than Rashid, Mohammed Shami secured the third highest reach. Interestingly, Shami sparked considerable debate with 69.9% of the sentiments being negative.
· In the captain's corner, MS Dhoni remained the favourite captain with the highest share of positive sentiments at 38.2%. Rohit Sharma stood the ground as the second-favourite captain with almost 58.48% less reach than that of Dhoni. Followed by Hardik Pandya, KL Rahul and Faf du Plessis with a significant difference of 81% less reach than Dhoni.
· In addition, KL Rahul’s captaincy received the largest share of negative sentiments among the captains at 27.4%.
· The Royal Challengers Bangalore Captain Faf du Plessis enjoyed the most favourable reach, with 33% positive sentiments, emphasising his popularity despite seeing less overall reach.
· When it comes to team dynamics and fan base engagement, the teams with the most conversations-starting fan bases included Royal Challengers Bangalore, with 33.7% more reach than Mumbai Indians, the second favourite team in the line-up. Yet, the Chennai Super Kings is not far behind, with a reach that’s only 4% less than that of Mumbai Indians. However, it’s noteworthy that Gujarat Titans has 82.63% less reach than that of Royal Challengers Bangalore, that is a testament to the huge fan base of the team. Lastly, the Lucknow Super Giants hold the least reach among the top 5 teams.
iCubesWire said that keeping the positive sentiment around players like Kohli and du Plessis in mind, brands can potentially tap into their popularity to push their campaigns significantly. Similarly, associations with teams like Royal Challengers Bangalore and Chennai Super Kings, which are leading the show on Twitter, could boost brand visibility.
Sahil Chopra, Founder and CEO, iCubesWire, said, "Cricket is not just a sport but an emotion in India, and IPL is a treasure trove of public emotions. The IPL 2023 report uncovers public opinion and helps create a comprehensive market understanding. Moreover, brands can harness these insights to refine their strategies and develop impactful campaigns that resonate with their target audience."
"Brands want to make the most of special events like IPL, and hence understanding their impact is important. Our survey serves as a compass, guiding brands towards effective strategies that engage audiences and foster positive brand sentiment. We're proud to pioneer this deep-dive analysis, creating valuable data-centric insights for the industry," Chopra added.
Some additional insights are:
· IPL 2023 also became the home ground for controversies, and some of these off-field controversies spilled over into Twitter. Among the top two controversies during IPL 2023, the conflict between Virat Kohli and Gautam Gambhir grabbed the most attention with a 322.65% more reach than between Nitish Rana and Hrithik Shokeen. This indicates the effect of prominent player rivalries on audience engagement and how controversies can become effective instruments for high brand visibility.
· When it comes to conflicts, there's always an invisible tug of war among brands. Nevertheless, Dream 11 took the lead in the brand world with only 1.5% negative sentiments. Next in the line-up is Tata, with 53.27% less reach than Dream 11. Jio closely follows Tata with 33.04% less reach. In addition, the food delivery giants also joined the Twitter chatter, Zomato had the highest negative sentiments, with 95.4% less reach than Dream 11. Swiggy had the last spot in terms of overall engagement and reach but maintained the highest share of positive sentiment at 57.6%.