Wavemaker MESH IPL Report 2021
0 likes447 views
The document provides an analysis of social media engagement during the 2021 IPL tournament, highlighting that overall social chatter grew by 33% to over 80 million mentions. The report indicates that CSK was the most popular team, while telecom brand VI and Dream11 emerged as the buzziest advertisers in phases 1 and 2, respectively. It also details viral content, noting that a Cadbury Dairy Milk ad gained significant traction during phase 2 of the tournament.
Wavemaker MESH IPL Report 2021
- 1. S P E C I A L C O V E R A G E 2 0 2 1 P O W E R E D B Y Mesh
- 2. Mesh IPL MESH 2021 Mesh Tournament coverage 2 PHASES MESH is Wavemaker Real Time Data Intelligence solution that reads real time environmental signals. PHASE 1 INDIA 9 T H A P R I L – 2 N D M A Y 2 0 2 1 PHASE 2 UAE 1 9 T H S E P T E M B E R - 1 6 T H O C T O B E R 2 0 2 1 60 MATCHES
- 3. Mesh MESH is a Wavemaker Real-Time Data Intelligence solution that reads real-time environmental signals The analysis is based on multiple data points collated to create meaningful and actionable Insights This season 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 IPL MESH 2021 METHODOLOGY
- 4. Mesh Social Mentions for IPL 2021 grew 33% from last year Data Source: Social Listening (Twitter, Facebook, Instagram, YouTube, Blogs, Forums and News) IPL 2021 16.7 Mn 37 Mn 60 Mn 3.17 Mn 6.19 Mn IPL 2015 3.02 Mn IPL 2016 IPL 2017 IPL 2018 IPL 2019 80 Million IPL 2020 PHASE 1 INDIA 9 T H A P R – 2 N D M A Y 2 0 2 1 42 Mn PHASE 2 UAE 1 9 T H S E P – 1 6 T H O C T 2 0 2 1 38 Mn
- 5. Mesh CSK is the driving force behind IPL’s social media popularity Data Source: Social Listening (Twitter, Facebook, Instagram, YouTube, Blogs, Forums and News) vs vs vs vs vs vs vs vs vs PHASE 1 INDIA 9 T H A P R – 2 N D M A Y 2 0 2 1 PHASE 2 UAE 1 9 T H S E P – 1 6 T H O C T 2 0 2 1 MIvRCB CSK v DC SRH v KKR RR v P BKS KKR v MI SRH v RCB RR v DC PBKS v CSK MI v SRH RCB v KKR DC v PBKS CSK v RR DC v MI PBKS v SRH KKR v CSK RCB v RR PBKS v MI RR v KKR CSK v RCB SRH v DC PBKS v KKR DC v RCB CSK v SRH MI v RR DC v KKR PBKS v RCB MI v CSK RR v SRH PBKS v DC CSK v MI KKR v RCB PBKS v RR DC v SRH MI v KKR RCB v CSK DC v RR SRH v PBKS CSK v KKR RCB v MI SRH v RR KKR v DC MI v P BKS RR v RCB SRH v CSK KKR v PBKS MI v DC RR v CSK RCB v P BKS KKR v SRH DC v CSK RR v MI RCB v SRH CSK v PBKS KKR v RR SRH v MI RCB v DC DC v CSK RCB v KKR DC v KKR CSK v KKR
- 6. Mesh HARSHAL PATEL I n d e x S c o r e 4 5 The Mesh Social Media XI Leading Player Index Leader Board Based on composite index score on social chatter, sentiment and popularity ROHIT SHARMA VIRAT KOHLI B AT S M A N A L L R O U N D E R W I C K E T K E E P E R B O W L E R S DAVID WARNER SURESH RAINA RAVINDRA JADEJA KEIRON POLLARD M S DHONI RASHID KHAN DEEPAK CHAHAR C A P T A I N C VC V I C E C A P T A I N I n d e x S c o r e 1 0 0 I n d e x S c o r e 8 9 I n d e x S c o r e 9 7 I n d e x S c o r e 8 1 I n d e x S c o r e 8 7 I n d e x S c o r e 7 4 I n d e x S c o r e 9 4 I n d e x S c o r e 5 9 YUZHVENDRA CHAHAL I n d e x S c o r e 4 0 I n d e x S c o r e 4 5
- 7. Mesh 4th time IPL winner CSK were the buzziest team in IPL 2021 Based on Total Social Chatter (Buzz) across both phase of IPL 2021 Finalist KKR was the 4th buzziest Team this IPL 13.8 Mn MENTIONS 9.4 Mn MENTIONS 5.7 Mn MENTIONS
- 9. Mesh Buzziest Sponsors Leader board Ranking - IPL 2021 Data Source: Social Listening (Twitter, Facebook, Instagram, YouTube, Blogs, Forums and News) 5TH RANKING 4TH RANKING 3RD RANKING 1ST RANKING 2ND RANKING PHASE 1 – 9th April to 2nd May 2021 In phase 1 of this IPL season (April-May 2021), Telecom Brand Vi emerged as 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. PHASE 1
- 10. Mesh Buzziest Sponsors Leader board Ranking - IPL 2021 Data Source: Social Listening (Twitter, Facebook, Instagram, YouTube, Blogs, Forums and News) PHASE 2 – 19th September to 16th October In phase 2 of this IPL season (Sep Oct 2021), Dream11 emerged as Buzziest Brand on the leader board. Vivo, Unacademy, and Dream11 maintained their leader spot in top 5 across both phases of this IPL. On the leader board we find new advertisers Paytm, and CEAT in top 5 buzziest advertisers. PHASE 2 5TH RANKING 4TH RANKING 3RD RANKING 1ST RANKING 2ND RANKING
- 11. Mesh 9th April to 2nd May 2021 Most Viral Ads Leader Board Ranking – Phase 1 VG Rank: Is Viral Grade Rank of a Video in comparison to similar competing content. It is rank-ordered, so a VG of 1 is the best performing content and VG of 10,000 is poor. Data Partner: Intuition Intelligence RANKING 1ST VG SCORE 08 Great for the good | ft. Rahul Dravid | CRED RANKING 3RD VG SCORE 104 Virat Kohli RANKING 5TH VG SCORE 117 Ovvoru kadaiyilum RANKING 7TH VG SCORE 147 #KhelTakaTak RANKING 9TH VG SCORE 169 We are what we do consistently RANKING 2ND VG SCORE 57 This is how we Roar RANKING 4TH VG SCORE 107 #KhelTakaTak RANKING 6TH VG SCORE 144 Video Conferencing RANKING 8TH VG SCORE 150 Takku Takku Transfergal RANKING 10TH VG SCORE 189 #KhelTakaTak PHASE 1
- 12. Mesh Most Viral Ads Leader Board Ranking – Phase 2 VG Rank: Is Viral Grade Rank of a Video in comparison to similar competing content. It is rank-ordered, so a VG of 1 is the best performing content and VG of 10,000 is poor. Data Partner: Intuition Intelligence RANKING 1ST VG SCORE 66 #GoodLuckGir ls RANKING 3RD VG SCORE 765 #Dream11peDi maag - Boss RANKING 5TH VG SCORE 1011 #TeamHaiToh MazaaHai - Paani RANKING 7TH VG SCORE 1097 #TeamHaiToh MazaaHai RANKING 9TH VG SCORE 1229 Fitness Freak RANKING 2ND VG SCORE 232 Stronger Together RANKING 4TH VG SCORE 959 #Dream11peDi maag - Bukhaar RANKING 6TH VG SCORE 1015 #TeamHaiToh MazaaHai Batti RANKING 8TH VG SCORE 1184 Kya Plan Hai RANKING 10TH VG SCORE 1326 #Dream11peDi maag – Ice Cream 19th September to 16th October PHASE 2
- 13. Mesh Mesh
- 14. Mesh Shifting Gears to ICC WC 2021, the WC has already garnered Ind vs Pak 48% of WC conversations were anchored towards India vs Pakistan match played on 24th October 2021 ICC 2021 Pre-Buzz Time period: 16th Oct-24th Oct 2021 Data Source: Social Listening (Twitter, Facebook, Instagram, YouTube, Blogs, Forums and News) 16th October - 24th October 2021 1.2 Million MENTIONS 1.2 Million SOCIAL CHATTER 48%
- 15. Mesh The Mesh Social Media XI Buzziest Player - ICC WC 2021 Based on composite index score on social chatter, sentiment and popularity Shardul Thakur, Ishan Kishan, and Suryakumar Yadav owing to their popularity in IPL this season have also emerged as buzziest players, ahead of veterans like Ashwin, Bhuvi, and Bumrah. More surprises are expected ahead. 1ST RANKING 2ND RANKING 3RD RANKING 4TH RANKING 5TH RANKING 6T H RANKING 7TH RANKING 8TH RANKING 9TH RANKING 10TH RANKING 11TH RANKING 12TH RANKING 13TH RANKING 14TH RANKING 15TH RANKING VIRAT KOHLI ROHIT SHARMA SHARDUL THAKUR HARDIK PANDYA ISHAN KISHAN KL RAHUL JASPRIT BUMRAH SURYAKUMAR YADAV R ASHWIN VARUN CHAKRAVARTHY BHUVNESHWAR KUMAR MOHAMMAD SHAMI RISHABH PANT RAVINDRA JADEJA RAHUL CHAHAR Time period: 16th Oct-20th Oct 2021 Data Source: Social Listening (Twitter, Facebook, Instagram, YouTube, Blogs, Forums and News)
- 16. Mesh CSK is the heart of the tournament and drives maximum chatter around the event & the matches. Key Summary 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, the phase 1 which was played in India garnered more mentions (42 million) than phase 2 (38 million) which was played in UAE recently. PHASE 1 INDIA 9 T H A P R – 2 N D M A Y 2 0 2 1 42 Mn PHASE 2 UAE 1 9 T H S E P – 1 6 T H O C T 2 0 2 1 38 Mn were most popular players this IPL season Favourites amongst International players VIRAT KOHLI M S DHONI ROHIT SHARMA DAVID WARNER KEIRON POLLARD RASHID KHAN We see a clear spike in matches where CSK is playing any other team.
- 17. Mesh Key Summary In phase 1 of the event, Telecom brand Vi was the buzziest brand in the season. were amongst the buzziest brands on the leader board. In phase 2 of the IPL this year, Dream 11 emerged as the buzziest advertiser. Other brands on the leader board were ‘Indiranagar ka Gunda hun main’ famed ad of Rahul Dravid for Creds was the most viral advertisement this IPL season. According to Intuition Intelligence, our partner on creative analytics solutions, the ad received a Virality Grade of 8 which is amongst the most viral ad in the ecosystem. After Creds, the ad by Myntra ‘This is how we roar’ featuring MSD, Jadeja, and Bravo was second on the leaderboard with a VG score of 57.
- 18. Mesh Key Summary In phase 2, ad #GoodLuckGirls by Cadbury Dairy Milk which had the nostalgic feel on their ad in the 90s emerged as the most Viral ad. With IPL over on 15th Oct, already mentions around ICC World Cup has started coming up. Since the end of IPL, there are almost 1.2 Million mentions around ICC WC 2021 with almost 48% mentions being on the Ind Vs Pak match played on 24th October 2021. Amongst the top 10 viral ads on IPL in phase 2, 5 ads were by Dream 11 #Dream11peDimaag lagao.
- 19. Reputation Management - Infosys Any questions, please contact Rashmi Nakaskar Head – Corporate Communications Rashmi.nakaskar@wmglobal.com 19