It has been an exciting season for cricket fans since mid February with the Cricket World Cup 2015 and now the Indian Premier League 8. As expected, the CWC 2015 was a viewer’s and an advertiser’s delight with the TV viewership numbers being a testimony to the fact.
The IPL 8 launched with all of the fanfare, engaged viewers and advertisers. However, the viewership could not be captured due to a change of guard on TV viewing research from TAM to BARC. At Omnicom Media Group, we decided to bring you the excitement of IPL viewership through social listening.
We have observed that there is an increase in multiscreen behaviour of the audiences and engagement with social media during these cricket tournaments and special telecasts.
The social interactions around the matches are an indication of the viewer engagement, and can be correlated to viewership level; CWC 2015 is a testimony. From January 1st to the end of the tournament, 53 million unique viewers had more than 700 million interactions about the Cricket World Cup on Facebook.
As for the highly rated matches on TV, India vs Pakistan (on February 15, 2015) had a TVR of 9.0 and generated 25 million interactions with 9 million people engaged. Similarly, the semi-final match between India and Australia had 8.8 million people engaged with 24.5 million interactions.
We heard a lot of loud chatter while we listened to the audiences of the IPL 8. There were 19.2 million posts and 152 billion impressions across the social platforms. Download the full report to explore which teams were trending, which team owner had the highest influence, the most talked about players, the buzziest brands and more!