A recent report released by NM Incite suggests that Twitter is the most engaged with form of social media when it comes to generating conversations about the ICC World Cup, and also that the Indian cricket team generates more buzz than any other. The company further suggests that this might take the attention away from the television screens. Farshad Family, MD, Media, India for Neilsen, said, “The habit of looking for a television set to check the score may become a very rare thing for consumers who are digitally enabled.”
A view which is probably more accurate though is that social networks like Twitter and Facebook could have a lead-in effect for television content, particularly live sporting events, as they build up interest and buzz before the actual events. Family added, “With Twitter leading other social media discussions related to the World Cup, social media’s linkage to current events, especially sporting events, has been cemented and will play an increasingly important role in harnessing continued public attention.”
According to NM Incite, the player most talked about is Sachin Tendulkar, and interestingly, in India, Yusuf Pathan trends higher than Dhoni, Ponting or Afridi. Predictably, most conversations about the World Cup are driven by predictions about which team is most likely to win, followed by discussions on squad selection, and then on individual players.
“It will be interesting to see how viewers relate to cricketers as celebrities and whether their performance has a desirable impact on the brands they endorse. It’s clear from the pre-event buzz that social media will be the first place where consumers will unabashedly decide who the next big superstars will be and who brands can pick as suitable ambassadors for the future,” said Family.