MESH IPL 2024 REport_Wavemaker India.pdf

According to the report, the consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season, reflecting an increasing interest of fans.

1. EARNED EQUITY
REPORT
SPECIAL COVERAGE
IPL 2024
P O W E R E D B Y

2. IPL MESH 2024
Tournament
coverage
74
Matches
MESH is
Wavemaker
Real Time Data
Intelligence
solutionthat
reads real time
environmental
signals
INDIA
22
n d
M A R C H – 27
th
M A Y 2 0 2 4
2

3. IPLMESH
METHODOLOGY
MESH is Wavemaker Real Time Data
Intelligence solution that reads real time environmental
signals
1
Analysis is based on multiple data points collated to
create meaningful and actionable
Insights
2
This season report has data sources from multiple consumer
touchpoints across Digital ecosystem ranging from Social Listening,
Video analytics in partnership with Intuition Intelligence, Inc., Tubular
Labs, Crowdtangle (Including User Generated Content with Logo
recognition) & Interaction data points collected from Facebook, Twitter,
Instagram and YouTube
3 2024
3

4. Audience interest in IPL continues to increase
IPL2016
334
Mn
484
Mn80
Mn
60
Mn
37
Mn
16.7
Mn
6.19
Mn
3.17
Mn
IPL2018
IPL2020
IPL2022
IPL2017
IPL2019
IPL2021
IPL2023
533
MnIPL2024
Time Period:
22nd March – 27th May 2024
Buzz around IPL 2024 grew by 10% from last year
4

5. Video content consumption continues to
witness significant increase; 194% from 2023
Views – Video Views visible on Instagram, Facebook, Twitter, YouTube for Teams & Sponsors– Video Views
visible on Instagram, Facebook, Twitter, YouTube for Teams & Sponsors
IPL 2021
4.2 Billion
IPL 2022
6.5 Billion
IPL 2023
21 Billion
IPL 2024
62 Billion
5

6. 6
Knock-out match between the giants RCB and CSK
drove more conversations than the finals of the
tournament
Conversations = Social mentions on Twitter, Forums, News, Blogs, Instagram (Restricted), Facebook (Restricted) & YouTube (Restricted)
Match 1 Match 2 Match 3 Match 4 Match 5 Match 6 Match 7 Match 8 Match 9
Match 10
Match 11 Match 12 Match 13 Match 14 Match 15 Match 16 Match 17 Match 18 Match 19 Match 20
Match 21 Match 22 Match 23 Match 24 Match 25 Match 26 Match 27 Match 28 Match 29 Match 30
Match 31 Match 32 Match 33 Match 34 Match 35 Match 36 Match 37 Match 38 Match 39 Match 40
Match 41 Match 42 Match 43 Match 44 Match 45 Match 46 Match 47 Match 48 Match 49 Match 50
Match 51 Match 52 Match 53 Match 54 Match 55 Match 56 Match 57 Match 58 Match 59 Match 60
Match 61 Match 62 Match 63 Match 64 Match 65 Match 66 Match 67 Match 68 Match 69 Match 70
Match 71 Match 72 Match 73 Match 74
VS
VS
VS
VS
VS
22nd Mar – 27th May 2024

7. 7
RCB entry into the playoffs made them the most talked
about team. Champions, KKR, were the third buzziest
Conversations = Post + Comments + Shares (FB, YT, IG) + Twitter mentions of teams. *IG shares not included
30M
conversations
5.4M
conversations
10M
conversations
25M
conversations
13M
conversations
8.2M
conversations
15M
conversations
2.5M
conversations
5M
conversations
1.8M
conversations
22nd Mar – 27th May 2024

8. Index
Score
3
Index
Score
4
Index
Score
3
Index
Score
5
Index
Score
6
The Mesh Social Media XI
Leading Player Index Leader Board
Index
Score
100
VIRAT KOHLI ROHIT SHARMA
Index
Score
8
RUTURAJ GAIKWAD TRAVIS HEAD
HARDIK PANDYA
PAT CUMMINS
M. S. DHONI JASPRIT BUMRAH MAYANK YADAV
MITCHELL STARC RASHID KHAN
BATSMEN
ALL
ROUNDER
WICKET
KEEPER
BOWLERS
Based on composite index score on social chatter, sentiment and popularity
Index
Score
10
Index
Score
77
Index
Score
22
Index
Score
65
822nd Mar – 27th May 2024

9. Rank
4
Rank
2
Rank
3
Rank
1
Rank
1
Rank
2
Rank
4
Rank
1
Rank
2
Rank
1
MESH Disruptive Social Media XI
Upcoming players that became the ‘Talk of the Town’
ABHISHEK SHARMA SHIVAM DUBE
Rank
3
RIYAN PARAG VENKATESH IYER
WILL JACKS
JAKE FRASER
-
MCGURK
PHIL SALT MAYANK YADAV YASH DAYAL
HARSHIT RANA AVESH KHAN
BATSMEN
ALL
ROUNDER
WICKET
KEEPER
BOWLERS
Criteria for selection: Max. increase in conversations from last year & age
922nd Mar – 27th May 2024

10. 6
th
Ranking
7
th
Ranking
4
th
Ranking
3
rd
Ranking
2
nd
Ranking
1
st
Ranking
5
th
Ranking
10
Trending moments
Buzz = Social mentions on Twitter, Forums, News, Blogs, Instagram (Restricted), Facebook (Restricted) & YouTube (Restricted)
Buzz 196K
RCB vs CSK
death over
Buzz 68K
Hardik Pandya Booed
Buzz 58K
MS Dhoni’s 6,6,6 at the
Wankhede stadium
Buzz 36K
Dhoni's last match at
Chepauk
Buzz 31K
PBKS chasing 262 against
KKR
Buzz 22K
Highest IPL total ever -
SRH Vs RCB
Buzz 13K
Mitchell Starc’s ‘ball’ to
Abhishek Sharma
Buzz 9K
Yuzvendra Chahal 200
wickets in IPL
Buzz 7K
Rohit Sharma's fan at
Wankhede stadium
Buzz 5K
Jos Butler's heroic hundred
against KKR
8
th
Ranking
10
th
Ranking
9
th
Ranking
22nd Mar – 27th May 2024

11. BRAND
LEADERBOARD
2024
1122nd Mar – 27th May 2024

12. 12
Buzziest Brands
Leader board Ranking - IPL 2024
All posts around the brand (Branded content & User Generated Content with Logo Recognition) have been
included in the conversations. Based on composite index score on social chatter, owned content & UGC.
22nd Mar – 27th May 2024
Title Partner ‘Tata’
emerge as the
Buzziest brand in the
IPL 2024 tournament
Jio Cinema came second
in ranking followed by Vi,
My 11 Circle & Star Sports
1
st
Ranking
2
nd
Ranking
3
rd
Ranking
4
th
Ranking
5
th
Ranking

13. 13
Most Visible Principal Sponsor Brands on Social
Leader board Ranking - IPL 2024
All posts around the brand (Branded content & User Generated Content with Logo Recognition) have been
included in the conversations. Based on composite index score on social chatter, owned content & UGC.
Ranking
1
st
Ranking
2
nd
Ranking
3
rd
Ranking
4
th
Ranking
5
th
Ranking
6
th
Ranking
7
th
Ranking
8
th
Ranking
9
th
Ranking
10
th
22nd Mar – 27th May 2024

14. 14
Most Viral Video Ads – Brands Leader Board Ranking
Source: Intuition Intelligence, Inc.
NOTE: Lower Virality Score indicates High Ranking.
4
th

Ranking
3
rd
Ranking
2
nd

Ranking
1
st
Ranking
5
th
Ranking
VG Score 8
Kühl Stylish Fans x Sunrisers
Hyderabad
VG Score 11
RCB Insider Show with Mr.
Nags ft. Virat Kohli | IPL 2024
VG Score 14
Mumbai Meri Jaan Teaser -
IPL 2024
VG Score 16
Alan Walker 'Team Side' ft.
RCB
VG Score 22
Unravelling Virat Kohli | Inside
Out | TATA IPL | JioCinema
VG Score 3
Gulf Oil India’s surprise for
the CSK players
VG Score 4
Birla Estate partnered with
RCB
VG Score 4
Confirmtkt Ad with
RCB
VG Score 7
Hurricane partnered with
RCB to promote products
VG Score 9
Dream 11
Advertisement
4
th

Ranking
3
rd
Ranking
2
nd

Ranking
1
st
Ranking
5
th
Ranking
YouTube
Instagram
22nd Mar – 27th May 2024

15. Earned Media Value
IPL Sponsors
Team Principal Sponsors
Teams
15

16. 16
Earned Media Value Index
IPL Sponsors – Top 10
Post where the brand was mentioned or visible in the post/static/video was captured, which included user
generated content based on logo recognition as well. EMV calculation is proprietary to MESH.
MESH estimates Social Media Earned Value of IPL at INR 4,094 crores and Sponsors Earned Media
Value at INR 905 crores
22nd Mar – 27th May 2024
11 12
1111
EMV INDEX IN INR
196668
100
1815

17. 17
Earned Media Value Index
Teams
Any post where the brand was mentioned or visible in the post/static/video was captured, which included user
generated content based on logo recognition as well. EMV calculation is proprietary to MESH.
The EMV for IPL Teams stands at INR 3,189 Crores. Players such as Virat Kohli (RCB), MS Dhoni
(CSK), Rohit Sharma (MI), Hardik Pandya (MI), and Pat Cummins (SRH) were the major contributors
22nd Mar – 27th May 2024
5
22
216
EMV INDEX IN INR
505688100
4324

18. Anyquestions?We’reheretohelp.
Pleasecontact
Rashmi Nakaskar
Head - Marketing Communications
[email protected]
9819222195
Thank You