At over 80 mn, social chatter around IPL up 33% in 2021 over last year: Wavemaker

Popularity and excitement around the Indian Premier League (IPL) in India continue to grow year on year. Wavemaker India’s IPL 2021 report captures the social conversations around the tournament this year, for both Phase 1 and Phase 2. The study has been done by Wavemaker MESH – the Real Time Data Intelligence solution that reads real time environmental signals. Phase 1 refers to matches played in India from April 9 to May 2, 2021 and Phase 2 refers to matches played in the UAE from September 19 to October 16, 2021.

The report has data sources from multiple consumer touchpoints across the Digital ecosystem ranging from Social Listening, Video analytics in partnership with Intuitive Intelligence, Interaction data points collected from Facebook, Twitter, Instagram and YouTube.

As per the report, Social Mentions for IPL 2021 grew 33% from last year, with Chennai Super Kings (CSK) being the driving force behind IPL’s social media popularity. CSK, the winner of IPL 2021, were the buzziest team this year, garnering 13.8 million mentions.

As far as advertisers are concerned, in Phase 1 of this IPL season (April-May 2021), telecom brand Vi emerged as the Buzziest Advertiser on IPL. Vi continued to engage fans with ‘Fan of the Match’ activity during IPL hours. After Vi, it was Vivo, Unacademy, Cred and Dream11, which created Buzz on Advertiser Leader board.

In Phase 2 of this IPL season (September-October 2021), Dream11 emerged as the Buzziest Brand on the leader board. Vivo, Unacademy, and Dream11 maintained their leader spot in Top 5 across both phases of this IPL. Paytm and CEAT are the new advertisers among the Top 5 buzziest advertisers.

Key highlights:

Popularity and excitement around IPL in India continue to grow year on year
Social chatter around the tournament grew by 33% over last year and crossed 80+ million mentions this season
In a unique situation this year, where the season had to be split in to 2 phases, Phase 1 which was played in India garnered more mentions (42 million) than Phase 2 (38 million) which was played in UAE recently
In Phase 1 of the event, telecom brand Vi was the buzziest brand in the season
In Phase 2 of the IPL this year, Dream 11 emerged as the buzziest advertiser
‘Indranagar ka Gunda hun main’ famed ad of Rahul Dravid for Creds was the most viral advertisement this IPL season
In Phase 2, #GoodLuckGirls by Cadbury Dairy Milk, a new twist to the almost three-decade old iconic ‘Cadbury girl’ ad emerged as the most Viral ad
4th time IPL winner CSK were the buzziest team in IPL 2021
Virat Kohli, MS Dhoni and Rohit Sharma were the most popular players in this IPL season