New analysis from Repucom shows the huge leap in value delivered to teams competing at the 2015 ICC Cricket World Cup thanks to the growth of social media.
Comparing the social media buzz from both the first weeks’ action of the 2011 and 2015 Cricket World Cups, the growth of India‘s online community has made them the dominant force in international social engagement within the sport.
In the first week of the 2011 tournament, the top 10 most active nations talking about the Cricket World Cup produced just under 9,000 (8,930) online interactions. Compared to the same period of this year‘s competition, the top 10 most active nations produced over 82 times as much traffic (739,050).
Over 36% of the global chatter was produced by one nation, India.
Joseph Eapen, SVP - South Asia / Director-India of Repucom, said, “The ICC have made big efforts in bringing digital platforms to the foreground of this year’s tournament through collaborations with Twitter as well as extending their digital coverage with live scores, in-match clips, exclusive videos and “What is specifically interesting here though is the connection made by the competing teams to maximise on social media‘s power to engage. The size of India‘s population naturally provides a potentially vast fan base for the team to engage with and with over 21 million Facebook fans, the team are certainly doing that. Commercially speaking, India’s official Facebook page generates $16,156 per post of potential media value to their sponsors. This average was taken from a sample of 10 posts during the first seven days during the world cup.
“Illustrating the International appeal and size of online communities the top performing teams have is especially relevant for sponsors. We‘re able to estimate the value of these social media impressions and engagements and advise teams and sponsors alike on how best to commercially leverage the strong social media ties they have with their fans.”
Other teams which have produced the biggest online buzz this year include Pakistan, Australia and the UK. Surprisingly however, nations like the US also contributing to a good deal of engagement too. Social media buzz from the US can be pointed to the number of news networks covering the competition. In 2011, the US was responsible for 29% of the global online buzz. In 2015, that percentage has dropped to 9%, showing the growth in online competition and share of voice.
Figures also show how the teams line up against each other in terms of both the numbers of Facebook and Twitter fans they have. Of all the competing nations, England and South Africa join India as the only teams to rank in both the top five most well followed Facebook and Twitter accounts.