MUMBAI: IPL 2023 edition generated even more interest, interactions and video views when compared to the previous season leading to a 39% increase in overall buzz, says the 8th edition of the Earned Equity report released by Wavemaker India.
The buzz score for IPL 2023 Season 16 reached an impressive 484 million, surpassing the 334 million in IPL 2022. The primary reason for this surge was the emergence of several new players who showcased their talents, delivering match-winning performances and leaving a lasting impact, the report said.
According to Wavemaker MESH The Earned Media Equity for IPL 2023 reached INR 3,738 crores, with sponsor Earned Media valued at INR 871 crores. Tata, as the Title Partner, held the highest valuation, followed by Jio Cinema, Gulf, and Star Sports. The Earned media valuation of Teams stands at INR 2,867 crores with Chennai Super Kings with the highest Earned Media Value, followed by Royal Challengers Bangalore and Mumbai Indians. Chennai Super Kings’ popularity, backed by their association with MS Dhoni, contributed to their significant valuation, which was twice that of Royal Challengers Bangalore.
IPL continues to gain popularity on a global scale as well, ranking as the second most popular sports event after the English Premier League. It surpasses other major sports events such as NFL, NBA, Major League Baseball, and T20 Cricket World Cup. The report suggests that IPL is expected to surpass EPL and become the most popular
sporting event worldwide, the report said.
The Earned Equity report reads real time environmental signals on IPL 2023. The report analyses how the audience perception of IPL has evolved over the years. It focuses on the digital audience and uses data points like consumption data around digital content and social and search insights.
Commenting on the report, Ajay Gupte, CEO – South Asia, Wavemaker said, “I am extremely pleased to introduce the highly anticipated 8th edition of the ground-breaking Earned Equity report, meticulously crafted by our in-house MESH team. In today’s competitive landscape, brands cannot afford to overlook the power of social conversations. I believe, the earned equity report can serve as a valuable resource for brands, offering them the insights they need to navigate the ever-changing social media landscape and reach new heights in terms of audience engagement and brand awareness. This report is a reflection of our commitment to staying ahead of the curve, leveraging the power of data analysis and cutting-edge technologies to provide our clients with unparalleled insights and guidance”.
