© 2011 Simplify360

Sports Buzz in India

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Social Media Intelligence Report

© 2011 Simplify360

© 2011 Simplify360

Key Objectives

To help Brands identify sports for their Sports Sponsorship Strategies.

• Discover popular sports beside cricket that people are talking about in India.

• Identify online platforms where people are actively discussing these sports.

• Understand the demographics of people talking about these sports.

© 2011 Simplify360

Methodology

LISTENINGRelevant sports keywords were tracked in social media using Simplify360.

DATA SAMPLE15 days conversation was collected for the analysis purpose.

ANALYSISKey metrics like age, gender, sentiments were calculated using Simplify360 AnalyticsTM.

© 2011 Simplify360

Sport Sponsorship“Activation”—promotions, competitions, television advertising during breaks, corporate hospitality and so forth—might multiply the sponsor’s budget two or three times over, and it is vital. “In sponsorship it’s not what you have, it’s what you do with it,” says Joe Tripodi, chief marketing officer of Coca-Cola. “It’s all about activation.” – 2008 Economist

© 2011 Simplify360

Brands Value Sport Sponsorships …

*Source – sportzpower.com

India's sports sponsorship market is estimated at $250 million per year*

Annual TV Ad Spends Sports Sponsorship Spends

320,000

50,000

8,500

450

In-dia

*Source – tamindia.com

Sports Sponsorship Market 2009 (in crores, INR )

© 2011 Simplify360Image Credits : www.telegraph.co.uk

© 2011 Simplify360

48%

28%

8%

7%5%

3%1%1%

18-2425-3416-1735-4413-1545-5455-6465-0

Why Social Media Insights?

High presence of target audience on social media.

The total number of Facebook users in India is reaching 48 Million and grew by more than 6 Million in the last 6 months.

Age Demographics of Indian Facebook Users

*Source - SocialBakers

© 2011 Simplify360

Sports Online Buzz in India

Twitter Mentions of 6 major sports beside cricket.

33,912

8,859

2,477

2,325

1,828

921

*Data Source – 15 days data from Simplify360

© 2011 Simplify360

Soccer | Football

Football, Soccer, FIFA, EuroCup, UEFA, EPL, "Mohan Bagan", "East Bengal", "Bhaichung Bhutia"

Keywords Used

© 2011 Simplify360

Buzz Analysis

1 99%

1%Twitter

59%31%

10%

PositiveNegativeNeutral 83%

17%

1

10%

33%

26%

31%

13-17

18-25

26-35

36-45

Age Distribution

Mumbai 12%

Kolkata 9%

Bangalore 6%

Delhi 5%

Others 68%

Top Cities

In 15 Days : 33,912 Twitter Mentions

AnnualizedNo. of Twitter Mentions : 0.8 MillionUnique Mentions : 0.5 Million **

* Estimated reach is 10 times the unique mentions.

** 60% unique estimated over a period of 1 year.

Soccer coverage is close to 41% of all Twitter Audience (12 M) or 4.95 M.

© 2011 Simplify360

F1 | Formula 1 Racing

"Force India", F1, "Formula One", "Formula 1"

Keywords Used

© 2011 Simplify360

Buzz Analysis

76%

24%Age Distribution

Bangalore 11%

Mumbai 10%

Delhi 7%

Others 73%

Top Cities

1 99%

1%Twitter

50%39%

11%

PositiveNegativeNeutral

15%

21%

44%

29%

13-17

18-25

26-35

36-45

In 15 Days: 8,859 Twitter Mentions

AnnualizedNo. of Twitter Mentions = 0.21 MillionUnique Mentions = 0.13 Million **

Soccer coverage is close to 11% of all Twitter Audience (12M) or 1.13 M.

* Estimated reach is 10 times the unique mentions.

** 60% unique estimated over a period of 1 year.

© 2011 Simplify360

Tennis

Tennis, "Sania Mirza", "Somdev", "Mahesh Bhupathi", "Leander Paes"

Keywords Used

© 2011 Simplify360

Buzz Analysis

64%

36%Age Distribution

Mumbai 14%

Bangalore 8%

Delhi 7%

Others 71%

Top Cities

1 97% 1%

1%

1%

Twitter Facebook News Blogs

66%9%

25%PositiveNegativeNeutral

15%

17%

24%

54%13-17

18-25

26-35

36-45

In 15 Days: 1,608 Twitter Mentions

AnnualizedNo. of Twitter Mentions = 60 KUnique Mentions = 40 K **

Tennis coverage is close to 3.01% of all Twitter Audience (12 M) or 0.36 M.

* Estimated reach is 10 times the unique mentions.

** 60% unique estimated over a period of 1 year.

© 2011 Simplify360

Basketball

“Basketball”, “NBA”, “Kobe Bryant”, “Shaquille O’Neill”

Keywords Used

© 2011 Simplify360

Buzz Analysis

79%

21%Age Distribution

Mumbai 12%

Delhi 8%

Bangalore 8%

Others 72%

Top Cities

197.7

%

1.3%

0.4%

0.3%

0.2%

0.1%

Twitter Facebook NewsBlogs Discussion Video

1

9%

26%

42%

23% 13-17

18-25

26-35

36-45

67%7%

26%PositiveNega-tiveNeutral

In 15 Days: 2,325 Twitter Mentions

AnnualizedNo. of Twitter Mentions = 56 KUnique Mentions = 31 K**

Basketball coverage is close to 2.83% of all Twitter Audience (12 M) or 0.34M.* Estimated reach is 10 times the unique

mentions.** 60% unique estimated over a period of 1

year.

© 2011 Simplify360

Golf

“Golf”, “Jeev Milkha Singh”, “Arjun Atwal”,”Tiger Woods”

Keywords Used

© 2011 Simplify360

Buzz Analysis

1 99%

1%Twitter

59%31%

10%

PositiveNegativeNeutral 83%

17%

1

10%

33%

26%

31%

13-17

18-25

26-35

36-45

Age Distribution

Mumbai 12%

Kolkata 9%

Bangalore 6%

Delhi 5%

Others 68%

Top Cities

In 15 Days: 1,828 Twitter Mentions

AnnualizedNo. of Twitter Mentions = 44 KUnique Mentions = 30 K **

Golf coverage is close to 2.22% of all Twitter Audience (12 M)or 0.27 M

* Estimated reach is 10 times the unique mentions.

** 60% unique estimated over a period of 1 year.

© 2011 Simplify360

Chess

“Chess”, "Vishwanathan Anand"

Keywords Used

© 2011 Simplify360

Buzz Analysis

62%

38%Age Distribution

Mumbai 11%

Bangalore 8%

Delhi 4%

Others 77%

Top Cities

66%9%

25% PositiveNega-tive

1 96%

2%1%1%

Twitter Facebook News Blogs

1

9%

26%

42%

23%

13-17

18-25

26-35

36-45

In 15 Days: 552 Twitter Mentions

AnnualizedNo. of Twitter Mentions = 22 KUnique Mentions = 10 K**

Chess coverage is close to 1.12% of all Twitter Audience (12 M) or 0.13M

* Estimated reach is 10 times the unique mentions.

** 60% unique estimated over a period of 1 year.

© 2011 Simplify360

Prospect AnalysisBy 2014, 300 million Indians are expected to be online. By then Twitter and Facebook population are estimated to be at least 36 million and 114 million.

This will increase the online media reach by more than 3 times.

Image Credit: etcndsomemore.blogspot.in

© 2011 Simplify360

Social Media AnalysisSummary

© 2011 Simplify360

Key Insights

Football is the most prominent sport after Cricket in India.

Most of these sports are prominent in the youth population; possibly because of demographic bias in the online population. Soccer and F1 are already targeted by

some companies for major sponsorship. Other sports remains fairly virgin.

Basketball has the highest percentage of Teens following it.

Highest buzz from age group above 36 years comes for F1, followed by Golf and Soccer.

Maximum percentage of Female Buzz is for F1, and minimum for Soccer.

Sports by popularity Rank

Soccer

Formula 1

Tennis

Basketball

Golf

Chess

© 2011 Simplify360

Simplify360 enables organizations to effectively implement social media concepts in to core business functions. Powered by Simplify360 AnalyticsTM, we extend a sophisticated and user-friendly environment to realize value via actionable intelligence.

For more information visit : www.simplify360.com

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