Tharoor, Modi overshadow cricketers in online buzz: Nielsen

MUMBAI: The Indian Premier League (IPL) is a format that changed the way cricket was viewed by many, so it does not come as a surprise when online social media goes buzzing about it.

Now with the League coming to a close, it is interesting to see how the buzz has shifted amongst teams and players in the past one month. The analysis has been undertaken by Nielsen using Nielsen Online BuzzMetrics, which measured online posts in message boards, blogs, discussion groups and micro blogs (Twitter) across all cricket following countries. 
In the last two weeks, the focus of social media users has shifted from cricket, and they have discussed Shashi Tharoor and Lalit Modi even more than the two most discussed players online- Tendulkar and Dhoni. The sentiments were negative for both Tharoor and Modi initially. However, in the last couple of days brand Tharoor seems to have recovered marginally, while Modi continues to be perceived negatively in social media.

At the beginning of the League, Kolkata Knight Riders were the most discussed team online, but as the season comes to a close Mumbai Indians have gone ahead of Kolkata Knight Riders in online buzz. Deccan Chargers is the third highest discussed team, followed by Rajasthan Royals and Royal Challengers Bangalore at fourth and fifth spot respectively.

Amongst players, Ricky Ponting, who was the most discussed player online prior to the League has been replaced by Sachin Tendulkar in the current season. Sachin is followed by M S Dhoni, Yuvraj Singh, Shane Warne and Rahul Dravid.
Nielsen Online associate director Karthik Nagarajan says, "Contrary to our hypothesis, it seems that on field performance does matter when it comes to online buzz volume. Discussions revolving around Mumbai Indians, Sachin, and Dhoni are a clear indication of the same. Having said that, the controversy between Tharoor and Modi is so dominant that even players like Sachin and Dhoni have been overshadowed by it despite their performance."

Latest Reads
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories