For the weeks that it is played, Indian Premier League (IPL) changes the TV viewing habits in most Indian homes. The buzz around the tournament on social media signifies just how much it affects ordinary lives.
Media agency MEC released a second study around the game, the first having predicted TV ratings for IPL, which was done go partnership with the analytics company, Meritus. This time, though, the media agency tried to calculate the buzz on social media around the various associates of brand IPL. Powered by Group M's Social Hub, this will be a weekly update. The study evaluates the mentions of the game and its associates on facebook, twitter, blogs and discussion forums. Here is the synopsis of the first edition of the IPL 6 study, evaluated from April, 2 to April, 7, 2013.
Along with the game, everything and everyone associated with it is getting a positive rub-off: brands, players, franchisees and even TV commercials. This is how the Oh Yes Abhi (Pepsi) commercial topped the most popular TVC charts, while Zoozoos stand at No 2. When it comes to overall mentions among key advertisers, Pepsi reigns supreme because of its #PepsiIPL hashtag. Cadbury comes in at No 2 followed by Vodafone and Star Plus.
As for the teams, Mumbai Indians are the most popular, followed by Chennai Super Kings. Surprisingly, the celebrity-led team, Kolkata Knightriders stands last in this list. Could it be because social media penetration in the East is lower?
Karthik Nagarajan, National Director - Social Media and Insights at groupm states that Indian prime-time television is becoming prime time for social media as well - with sports, news and reality television driving maximum chatter during air time.