Top Story


Home >> Digital >> Article

ISL scores big on social media

Font Size   16
ISL scores big on social media

The recent rage around non-cricketing events has shown that Indians are open to sports other than cricket and the Indian Super League was a good example of it. Launched at a time when the fever around the Football World Cup had hardly subsided, it managed to whet the appetite of a football-hungry audience with international players and coaches as well as exciting young talent. According to media reports, ISL viewership across Star channels was second to only the IPL. On, it is reported that viewership was close to 800,000 on each of the first two days.

On social media too, the ISL hype was considerable; driven by a well-thought out media strategy by even the individual teams, something we have not seen with other sports franchises. According to data analyzed by Simplify360, there were 68 thousand conversations on the opening day itself with over 89,000 conversations on the day of the finals. The official hashtag of the tournament #LetsFootball meanwhile was used around 1.39 million times on Twitter over the course of the tournament. The hashtag #IndianSuperLeague trended at the No.1 spot on Facebook and it is said that potential impressions on ISL and related hashtags could be as high as 2.5 billion across all digital platforms.


The overall tone of the topic was also positive said analysts at Simlify360. “Of the 71% of those who compared the game with the EPL had a positive take on the ISL, while the remaining were skeptical  or concerned about the quality and the technical aspect of the broadcast,” said Bhupendra Kanal, Co-founder and CEO of Simplify360.


Among the sponsors, main sponsor Hero had the majority share of the chatter, taking 77.33% of the total buzz. Other sponsors like Samsung, Amul, Pepsi, etc. also saw significant increase in buzz due to their association with the ISL. A reason for this response should also be credited to the proactive approach taken by the brands and the organizers of the ISL. For example, before every match, fans were asked to participate in a “Twitter Battle” between the playing teams. Individual sponsors also launched their own contests and properties to engage the audience. 

Tags Indian Super League ISL #LetsFootball Hero

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds