Twitter, the micro-blogging social network, has seen a sharp rise in social chatter, impressions and tweet activity during and around Indian Premier League (IPL), totting up 84 million tweets since its inception in 2008, making IPL the largest Indian event to garner such reactions. According to an Indian Express news report.
“There have been more than 84 million tweets related to IPL in the last decade. IPL has been at the heart of twitter in India,” said Aneesh Madani, Head of Sports Partnerships, India and South East Asia, Twitter. According to Madani, IPL is the stand alone property in India that tends to do conversations at this level.
Though monetisation of the reach remains a challenge for the network, data sourced exclusively shows a 20 times jump in IPL related tweets between 2010 and 2016 alone, while in the last three years tweets with official ‘#IPL’ grew 5 times to 2.5 million in 2016.
“As far as Twitter and IPL is concerned, we started working closely with IPL since 2013. We feel that IPL has also grown with Twitter because at the base of it all is a really strong social TV connection, what we call Twitter TV base. The IPL has successfully built on it since 2013,” Madani added.
In fact, the number of followers of the official IPL twitter handle has grown from 400,000 in 2013 to over 4.6 million now. Also IPL and its eight franchisees have added 14 million additional followers in the last three years alone.
Social media experts believe that the chatter on twitter sees a spike as cricket fans, teams, players, owners and journalists start sharing their reactions in real-time on Twitter.
“Whenever cricket is played out in our country, lot of people get active online with comments, re-tweets etc. It could be a good opportunity from brands’ perspective, if they get it right,” said Shantanu Sirohi, COO of Interactive Avenues, a digital agency under IPG media brands
The data also shows that twitter has seen growth not just in terms of audience, but also in terms of conversations, videos and engagement. For instance, Virat Kohli has seen an eight times growth in re-tweets in the last 3 years.
er is the fact that one may not be a hardcore cricket fan, but the humour, trivia and conversation around IPL also end up making it a fun, complimentary experience to the actual broadcast.