IPL 10 the most buzziest season; Vodafone’s content most engaging: Maxus

Maxus, the global media agency of GroupM, has analysed the social conversations that happened around the just concluded Indian Premier League (IPL) Season 10. This study has been done by Maxus Mesh, the marketing command center and dialogue engine that reads environmental signals in real-time. 

Also, part of the analysis comes from Maxus’ proprietary tool – Maxus Kaleidoscope, which enables location-based Mood planning of audiences in India basis social media conversations. It uses near real-time posts from Twitter and Instagram to bucket across eight broad moods. The moods are extrapolated onto a map of India from where these posts emerge, thereby giving a literal map of the mood of a place. 

The social conversations measure impact of IPLT20 in India region. Detailed keyword analysis was conducted to identify social chatter around various aspects of IPLT20. 

Key highlights 

This was most buzziest IPL season ever, with more than 6 million mentions around the event. This is more than 2X as compared to the 2016 buzz levels. 

Among the advertisers, Vivo emerged as the most buzziest brand due to title sponsorship. The brand hashtag #Vivoipl was also most recalled hashtag this IPL season. 

Apart from the official sponsors this IPL, the Amazon Chonkpur Cheetah ads were the most watched ad on digital this IPL season. 

Vodafone had most engaging and liked content this IPL season, with the ZooZoo ad films and the old couple ad going viral and being the most liked and shared story this IPL season. This ad also secured the highest views amongst the official sponsors of #VivoIPL2017. 

The final match between Mumbai Indians and Rising Pune Supergiants was the most buzziest match, which alone generated around 5 lakh mentions. 

Kolkata Knight Riders (KKR) was most popular team this year, followed by the winning team Mumbai Indians. 

With 5.22 lakh mentions, MS Dhoni was most popular IPL player this season, followed by Gautam Gambhir (4.90 lakh mentions) and Rohit Sharma (2.52 lakh mentions). Virat Kohli (1.36 lakh mentions), who was leader in the 2016 edition, slipped 6 spots on popularity board. 

David Warner is the only non-Indian player to be featured in the top 8 leaderboard for both 2016 and 2017 IPL editions. 

The mood and sentiment around IPL was very action oriented. There was great enthusiasm amongst the fans and this is reflected in Maxus Kaleidoscope (Mood Measurement Proprietary Tool). 

Mumbai is most buzziest city, followed by Delhi and Bangalore. Surprisingly, both Delhi and Bangalore teams disappointed the fans back home.