Maxus, the global media agency of GroupM, has analysed the social conversations that took place around IPL Season 10. The study which captures week-wise buzz of IPL 2017 has been conducted by Maxus Mesh, a marketing command center and dialogue engine.
The key highlights of the report are as follows:
2017 has been the buzziest IPL season ever with more than 6 million mentions around the event. This is more than 2X as compared to 2016 buzz levels. The final match between Mumbai Indians and Rising Pune Supergiant was the buzziest match, which alone generated around 5 lakh mentions.
KKR was the most popular team this year followed by the winning team Mumbai Indians.
MS Dhoni was the most popular IPL player this season followed by Gautam Gambhir and Rohit Sharma. Virat Kohli who was the leader in the 2016 edition slipped six spots on the popularity board. David Warner is the only (non-Indian) player to be amongst the top players in both IPL 2016 and IPL 2017.
Vodafone had the most engaging and liked content this IPL season. The cute ZooZoo films and the old couple ad went viral and was the most shared story this IPL season, also, the highest views amongst the official sponsors of #VivoIPL2017.
The Amazon Chonkpur Cheetah ads were the most watched on digital this IPL season.
As expected, the title sponsor, Vivo, emerged as the buzziest brand this IPL season. The brand hashtag #Vivoipl was also the most recalled hashtag this IPL season.
The mood and sentiment around IPL was very action oriented. There was great enthusiasm among the fans and this reflected in Maxus Kaleidoscope (Maxus’ mood measurement proprietary tool).
Mumbai was the buzziest city followed by Delhi and Bengaluru. Surprisingly, both Delhi and Bengaluru teams disappointed the fans back at home.