New Delhi: The 10th season of the T20 cricket tournament Indian Premier League (IPL) seems to have been the most popular of all, registering the highest number of conversations ever across several social media platforms, according to a report published by media agency Maxus, a part of WPP-owned GroupM.

A total of 6 million mentions around IPL were registered during the season, more than twice the last season across Twitter, Facebook, Instagram, YouTube, blogs, online forums and digital news websites. The study has been conducted by Maxus Mesh, Maxus’s marketing command centre and dialogue engine that reads environmental signals in real-time.

According to the study, Kolkata Knight Riders emerged as the most popular team this year, followed by Mumbai Indians. former India captain MS Dhoni (part of Rising Pune Supergiants) was the most popular IPL player, followed by Gautam Gambhir of Kolkata Knight Riders and Rohit Sharma of Mumbai Indians.

Royal Challengers Bangalore captain Virat Kohli, who was the most talked about player last year, slipped six spots and ranked seventh in the popularity list this season, according to the study.

“There was huge buzz created by BCCI (Board of Control for Cricket in India) in the market around the tenth season. The board had organized eight opening ceremonies this time (one in each of the venues), instead of just one like every year. Even the IPL Fan Parks were set up in 36 cities this time. That helped BCCI a lot in making a noise. And of course, the sport itself continues to perform," said Jigar Rambhia, national director, sports and entertainment partnerships, Maxus India.

Advertisements by telecom operator Vodafone and e-commerce platform Amazon were the most watched ads during the season, according to the report.

On television, IPL made a strong opening with 40% higher viewership in the opening week, compared to last year. The increase in viewership of IPL also pushed television broadcaster Sony Max (also the official broadcaster of IPL) to the top slot, making it most-watched television channel across genres for several weeks, according to data from television ratings measurement agency Broadcast Audience Research Council (Barc) India.

The final match was played on 21 May between Rising Pune Supergiants and Mumbai Indians. Mumbai Indians won the tournament.