IPL 2018 is the most buzziest IPL year with 9.9 mn conversations: Wavemaker Mesh

IPL 2018 is just mid-way, but has emerged as the most buzziest IPL year in the past decade at 9.9 million social conversations. With this, IPL 2018 has already overtaken IPL 2017 with 26 matches still remaining. The total tournament buzz is expected to reach 17 million this year, 3X times that of IPL 2017. 

As per the analysis of social media conversations done by Wavemaker Mesh, the marketing command center of media, content and technology agency Wavemaker, Vodafone rules the charts on social media despite not being the official sponsor this IPL. The success of FANtastic Breaks contest has helped Vodafone garner maximum chatter, video views and likes & shares on social media. 

Vivo, the official title sponsor of IPL 2018, ranks second in total chatter and is the third most liked and shared brand. 

The analysis is based on social mentions on Twitter (Tweet/ RT/ Reply), Facebook (Post/ Comments/ Shares), Instagram, YouTube, Blogs, Forums, Google+, Online news, Mainstream news, Consumer forums, etc. The social buzz tracked was during the period April 7 to May 4, 2018. 

Detailed keyword analysis was conducted to identify social chatter around various aspects of IPL 2018. 

Key highlights: 

With CSK and Rajasthan Royals back in the game, the popularity and excitement is off the roof. Last year, we witnessed 6.2 million social buzz for the entire 2017 season. This year we are only half way through and have already clocked almost 10 million social buzz, surpassing 2017 by 4 million already. This is extraordinary growth in buzz and popularity and we estimate the social buzz to reach 17 million by the end of the tournament, almost 3X of 2017. 

After 2 years’ exile, Chennai Super Kings make their come back with a bang, emerging as the buzziest team this IPL season, followed by Mumbai Indians and Royal Challengers Bangalore. Last year’s favourite, Kolkata Knight Riders, slips to 4th position. 

Amongst players, MS Dhoni continues to be the most talked about. Last year, Dhoni had 0.5 million social buzz around him by end of season. This year, his popularity has already grown many folds with him garnering almost 1.08 million mentions. Dhoni and CSK compliment well and fans can’t stop chanting #whistlepodu & #yellove every time they mention both. 

Fans from Delhi city contribute to maximum chatter this IPL season (37 per cent) followed by Tamil Nadu (18 per cent) and Maharashtra (11 per cent). 

Though Vodafone is not the official sponsor this IPL season (breaking a 10-year-old partnership), it still manages to emerge as the buzziest brand on social media this IPL season so far, followed by official sponsor Vivo and competition brand Jio. 

Vodafone’s ZooZoos campaign continues to be popular and the most awaited campaign amongst fans. Vodafone also emerges as the most watched ad on digital this year – Unofficial Sponsors of Fans, followed by Coca Cola – Share a Coke, and Tata Motors’ series of videos promoting Nexon this year.


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