Wavemaker MESH, a real-time data intelligence solution, has released the ninth edition of the Earned Equity report. Seemingly, the report analyses how the audience perception of IPL has evolved over the years. It focuses on the digital audience and uses data points such as consumption data around digital content and also social and search insights.
Reportedly, highlights of the report include this IPL season generating more interactions and conversations when compared to the previous seasons, leading to a 10% increase. From what it’s understood, the buzz score for IPL 2024 reached 533 million, along with consumption of video content related to IPL 2024 seeing growth nearly three times more than the previous season. Royal Challengers Bangalore (RCB) and Chennai Super Kings (CSK) continued to be the conversation drivers, with the winning team Kolkata Knight Riders ranking at third, and players such as Abhishek Sharma and Shivam Dube standing out in the ‘Disruptive XI’ leaderboard as promising emerging talents.
From what it’s understood, while Virat Kohli continued to be the most popular player for this season, it also saw the emergence of Ruturaj Gaikwad and Mayank Yadav. Data suggests that title partner Tata emerged as the most buzziest brand, followed by Jio Cinema, along with Dream 11 being the most visible principal sponsor brand on social media. According to Wavemaker MESH, the earned media equity for IPL 2024 reached Rs 4,094 crores, with sponsor earned media being valued at Rs 905 crores. Moreover, broadcasters Jio Cinema and Star sports had the highest earned media value (EMV) followed by the title sponsor Tata, with RCB topping the chart of EMV index for teams, followed by CSK and KKR.
“We are looking forward to presenting the ninth edition of Earned Equity Report on IPL. I believe this report is poised to be a resource for cricket enthusiasts and brands alike, particularly in shaping their marketing strategies. We believe that it will provide insights to brands, paving the way for future sponsorships and partnerships,” Ajay Gupte, CEO – South Asia, Wavemaker, said.