IPL title partner Tata emerges as most buzziest brand, followed by Jio Cinema: Wavemaker MESH report

Delhi: Wavemaker MESH – the Real Time Data Intelligence solution released the 9th edition of Earned Equity report. 

The report analyses how the audience  perception of IPL has evolved over the years. It focuses on the digital audience and uses  data points like consumption data around digital content and also social and search insights.  

Commenting on the report, Ajay Gupte, CEO - South Asia, Wavemaker, said, “We are  excited to present the 9th edition of Earned Equity Report on IPL. This report is poised to be  an invaluable resource for cricket enthusiasts and brands alike, particularly in shaping  their marketing strategies. We are confident that it will provide valuable insights to  brands, paving the way for future sponsorships and partnerships.” 

Talking about the report Vishal Jacob, Chief Transformation Officer, Wavemaker India,  said, “The Earned Equity Report offers a comprehensive analysis of the social buzz  surrounding IPL 2024, providing brands with actionable insights to navigate the  competitive sports media landscape.” 

Some highlights of the report: 

• This IPL season generated even more interactions and conversations when  compared to the previous seasons, leading to a 10% increase in overall buzz. The  tournament featured two months of engagements, including matches and moments that elevated its popularity. 

• The buzz score for IPL 2024 reached 533 million, surpassing the 484  million in IPL 2023. The primary reason for this surge was the emergence of several  new players.

• The consumption of video content related to IPL 2024 has seen significant growth,  nearly 3 times more than the previous season. The rise in video consumption  reflects the increasing engagement and interest of fans.  

• Royal Challengers Bangalore (RCB) and Chennai Super Kings (CSK) continued to  be the conversation drivers, with the winning team Kolkata Knight Riders ranked at number 3. 

• Young players like Abhishek Sharma and Shivam Dube stood out in the  'Disruptive XI' leaderboard as promising emerging talents. 

• While King Kohli continued to be the most popular player in this season, audience also  saw the emergence of rising players like Ruturaj Gaikwad and Mayank Yadav. 

• Title Partner Tata emerged as the most buzziest brand, followed by Jio Cinema.

• Dream 11 was the Most Visible Principal Sponsor Brands on Social media.

• According to Wavemaker MESH, the Earned Media Equity for IPL 2024 reached Rs 4,094 crores, with sponsor Earned Media valued at Rs 905 crores. 

• Broadcasters Jio Cinema and Star sports had the highest Earned Media Value  (EMV) followed by the Title Sponsor Tata. 

• RCB topped the chart of EMV Index for teams, followed by CSK and KKR.