The Australian Open may only have half the overall social buzz of last year’s Wimbledon, but the number of people expressing anticipation for the event is more than three times higher, according to new analysis from Adobe Digital Index (ADI).
ADI’s analysis is based on more than 2.5 million social mentions captured from blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Data was captured using Adobe Marketing Cloud’s Adobe Social solution.
According to ADI, 47% of social buzz for the Australian Open--which runs from Jan. 19 to Feb. 1, in Melbourne--is related to joy or admiration, compared with nearly 61% for Wimbledon. On the other hand, social buzz share related to surprise is two times higher for the Australian Open than it was for Wimbledon.
Interestingly, Australia isn’t the top country buzzing about the annual tennis tournament. Instead, the U.S. takes the lead, followed by Australia and the U.K. Within Australia, the state of Victoria is producing the largest share of geotagged social buzz.
Roger Federer, Ana Ivanovic, and Maria Sharapova are winning for the most social buzz leading up to the Australian Open. Federer, who just reached his 1,000th career win, is seeing 2.5 times more buzz now than he did leading up to Wimbledon. Similarly, Ivanovic has twice as much buzz now than she did leading up to Wimbledon.
“In the past we talked about sports, in general, being a big opportunity for marketers,” said Joe Martin, an analyst with ADI. “But I’d like to bring it to a more granular level and say companies that are sponsoring these events can use social to monitor trends leading up to the event, and use that to tailor their digital campaigns to what people are talking about.”
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