Mumbai: The just-concluded ICC World Twenty20 tournament spawned unprecedented activity on Twitter, with around nine million tweets about its matches and nail biting finishes, according to figures released by the social media website.
Twitter India released the Twitter Audience Index for the ICC World T20 for the period between 8 March and 3 April 2016, from the tournament’s start to finish.
The popular tourney set several records.
To begin with, there were 5.74 billion live impressions (tweet views during the live TV windows for each of the games). Moreover, the ICC World T20 was the biggest ever tweeted T20 international tournament with over 8.99 million tweets.
Predictably, with over 1.12 million tweets, the India-Pakistan match was the most talked about contest of the tournament.
“Nine out of ten Twitter users in India are fans of cricket and sports is right up there as a conversation driver. It’s also amongst the fastest growing. There were 5.75 billion impressions of tweets related to the ICC World T20 in 2016. The World T20 also had the most tweets-per-match of any international cricket event and there were a total of 9 million tweets for the 35- match event. There was a 122% increase in tweets-per-match compared to the 2015 Indian Premier League season which had 6.8 million tweets for a 59-match season,” said Aneesh Madani, head of Sports Partnerships, Twitter India.
The blue-eyed boy of Indian cricket, Virat Kohli (@ImVkohli), was among the most mentioned players on Twitter, followed by Mahendra Singh Dhoni (@msdhoni), Pakistan’s Shahid Afridi (@SAfridiOfficial), West Indian Chris Gayle (@henrygayle) and England all- rounder Joe Root (@root66).
The nail-biting contest between India and Pakistan was the most talked about match during the tournament with 1,125,921 tweets, followed by the India vs Australia contest which got 973,251tweets. The match in which India beat Australia by six wickets created a frenzy on Twitter with over 16,000 tweets per minute.
According to Madani, what really stands out about the conversation on Twitter around cricket is the real-time humour when a match is on. Fans both young and passionate involve themselves and make Twitter the best complementary experience to live TV, he said.
“For instance, with a tense chase on during the India-Australia match, @bwoyblunder tweeted that “Pressure can’t handle Virat Kohli” and got almost 300 retweets,’ he said, adding that fans also had access to everything from trivia from statisticians, insights from commentators, reactions from other cricketers to the roar of fellow fans streaming into their homes.
“A lot like having the best seat in the stadium,” he said.
Among the most mentioned teams on Twitter, India took the lead, followed by Pakistan, West Indies, England and Bangladesh.
The top retweet was for Prime Minster Narendra Modi’s tweet after the India-Bangladesh match which India won by a whisker: “That was a thrilling game! Congratulations Team India. Very happy. Well played Bangladesh. #IndvsBan”
A number of brands used the platform and opportunity to reach out and engage with their core audiences.
“The number of brands advertising on the platform this year has increased by nearly 50% in comparison to last year’s cricket season,” said Taranjeet Singh, business head, Twitter India, adding that brands used Twitter Video effectively to reach Twitter’s most premium, receptive audience, to induce virality and to garner high engagement at scale. “@GoogleIndia’s #CricketWithGoogle and #FindYourJersey campaigns to drive users to install the new Google Search app and shop for the India jersey, used the cricket momentum effectively. @Nissan_India was one brand that has been “always on” during this cricket season, and has consistently ranked among the top brands for engagement on our Twitter Cricket Index,” he