As you can see from the chart above, both metrics have enjoyed significant uplifts since the IPL’s player auction in Kolkata in December, with Buzz increasing by 8% in the three weeks immediately afterwards. And instead of falling away, as you might expect following a big marketing set-piece like the auction, organisers have managed to sustain those levels.
So how does this performance compare to previous editions of the league? Well, a look back to last year’s data shows that this appears to be a property that can do no wrong.
Event metric scores have increased across the board compared to this time last year (we use a three-month average in the table above), which in itself was a record year for audience size. With the league beginning on 29 March, we look forward to seeing what other records might be smashed during the new season – with and without the bat.
*Buzz is a net score of whether a respondent has heard something positive or negative about the league in the past two weeks and Ad Awareness asks respondents whether they have seen an ad for it in the past two weeks. View all SportsIndex definitions.