England’s Test cricketers dominate the social media buzz around this summer’s Ashes series, with almost ten times as many mentions as their Australian counterparts.
Adobe Digital Index (ADI) analysed the social presence of the top five players on both sides, and created a Top Ten Social Ranking based on social mentions, Twitter followers, Facebook page likes and Instagram followers (Adobe is CMO.com’s parent company).
Australian opening batsman David Warner has the biggest following on Facebook, while his captain, Michael Clarke, has the biggest following on Twitter. And England’s Joe Root leads the pack in social mentions.
During the First Test, England batsman (and eventual man-of-the-match) Root and England captain Alastair Cook were neck-and-neck in terms of having the most mentions in the social space. Root eventually came out on top with 13,205 mentions compared to Cook’s 13,079. Over the course of the match the England team members increased their Twitter following by 37k and their Facebook following by 70k.
Social media buzz around the Ashes series rocketed after the first day’s play in the series, increasing by 352%. The first day also saw the peak of the buzz around the first Test.
Buzz around the England team increased by 271%, due to England’s strong showing, while that around the Australians was up by 193%. Despite this, the share of buzz for each team remained roughly the same as before the series started.
“However, the relative popularity of cricket and football can be seen from the fact that Raheem Stirling’s move to Manchester City from Liverpool has generated more than 13 times as many mentions as England’s winning Test captain Alastair Cook,” said Simon Morris, Director Demand Marketing, Adobe Systems Europe.
Sentiment analysis before the first Test showed most of the Ashes buzz was related to admiration and joy on both sides. This shifted towards sadness during the first day, as matchgoers voiced their unhappiness about their travel problems, with a rail strike making travel to the first Test in Cardiff difficult.
A heavily retweeted article where Australian opening batsman David Warner admitted to the Australian team’s batting problems also added to the sadness measured in the sentiment analysis.
ADI used Adobe Social to analyse social media mentions around the Ashes from blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube.
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