Cricket fans are looking forward to watching this summer’s Ashes series on their mobiles, according to the social media buzz building up to the first match between England and Australia tomorrow.
Adobe Digital Index (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. (Adobe is CMO.com’s parent company).
The analysis revealed that, in the run-up to the series, 10% of the buzz had mentioned watching the Ashes on mobile. But when UK broadcaster Sky, which has the rights to live coverage of the series, announced that fans could once again watch matches live on the Sky Go app, posts related to the Ashes increased by 146%.
“The five-day format of Test matches would seem to make mobile the perfect way to watch the Ashes series, and the buzz reflects that enthusiasm,” said Simon Morris, Director Demand Marketing, Adobe Systems Europe. “But what’s interesting is that ADI is predicting one in three online video starts for the Ashes will come from mobile, which is in line with consumption of other special sporting events online. That suggests that mobile is increasingly important for fans of all sports, not just the ones you’d expect, which is something marketers should be thinking about.”
Social buzz around the series still favours a win for Australia--currently ranked the second-best Test team in world cricket after South Africa. But England’s recent performance in both the Test and one-day series against New Zealand is keeping feelings about both teams at a similar pitch.
According to sentiment analysis, 52% of the buzz around the England team relates to admiration and joy, compared to 56% for the same emotions around Australia.
Of late, social media mentions for England have surged, beginning in late May after the team’s strong performance to win the Lord’s Test against New Zealand. It was further boosted by the recent call-up for fast bowler Mark Footitt, which increased the buzz around the England team by 48% overnight.
Indeed, the England team has dominated the social buzz before the first match, getting 61% of the mentions on social media compared the Australian team’s 39%.
And England players have been mentioned 9.5 times as often as the Australians.
ADI will be tracking the social buzz around the Ashes throughout the series, so look out for further insights before each match.
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