RCB emerges as Twitter war winner: Asterii

30 May,2013

By A Correspondent

 

If Twitter was the pitch the game was played on, Vijay Mallya’s Royal Challengers Bangalore (RCB) would’ve been the clear winner. Asterii Analytics, a marketing analytics company that’s part of the Draftfcb Ulka Advertising, conducted an in-depth study on the Twitter wars among the IPL teams. To leverage their popularity and build consumer connect all teams have created several social media platforms, the primary being Twitter.

 

And the key findings were:

  • Royal Challengers Bangalore (RCB) proved to be a clear winner with over 1,23,000  tweets, and Kolkata Knight Riders (KKR) team coming to a close second with over 116,000 tweets. Excited fans of RCB have been most excited and tweeted
  • The Asterii Analytics team analysed the tweet patterns based on win and loss scenarios. KKR and RCB celeberate when they win and are subdued when they lose. However CSK bucks the trend and fans tweet more on the team hashtag when they lose.
  • The most exciting match turned out to be the one between CSK and RCB as this match attracted over 26,000 tweets
  • A good number of women participate in Cricket-Twitter wars. The study shows that 21% of tweeple were women

 

Twitter trends show the popularity of a brand or franchise, considering this Asterii Analytics observed keenly that ever since IPL started at least two hashtags of IPL have been trending daily. Asterii Analytics reviewed all matches held in the first 13 days. For this study, over 3.5 million tweets were analysed across 21 matches in 13 days.

 

The Asterii Analytics team analysed the tweet patterns based on win and loss scenarios. KKR and RCB celeberate when they win and are subdued when they lose. However, CSK bucks the trend and fans tweet more on the team hashtag when they lose.

 

(Source: Match hashtags and hashtags of both teams competing)

 

Which match got the most tweets?

 

 

The most exciting match turned out to be the one between CSK and RCB as this match attracted over 26,000 tweets.

 

(Source: Match Hashtags)

 

Cricket may be perceived as the game that is pre-dominant among males, however a good 21% women have been found tweeting for their favorite teams.

 

 

21% of tweeple were women

 

(Source: All IPL tweets)

 

Before Match/During Match/After Match: Expectedly the most tweets were during the match, which accounted for approx 80% of the tweets for the match. KKR, RCB and CSK seem to continue getting tweets even after the match is over.

 

(Source: Match hashtags and hashtags of the individual team)

 

Commenting on this initiative Niteen Bhagwat, CEO, Asterii Analytics, said, “The era of the multi-screen consumer has truly arrived. Millions of viewers are engaged not just with their TV screens but also with their phones and laptops to give real time interactivity. It is a phenomenon that will grow exponentially in the years to come.”

 

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