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Sport: Football
Insights for a Snack Brand – India Region
Before the FIFA World Cup
One of our Snack and Beverage Clients wanted to understand the nature of football fanatics and their behavior in social space; hence what could be opportunities for the brand?
Data collected from 4 Leagues for analysis
Matches being analyzed where the Brand Ambassador is playing.
Top Players Top Leagues
Top Clubs Top Countries
Top Cities
Ideal Time/Day/Week to Engage
Exp
ecta
tio
ns
Top Players, Clubs and Countries
5,420
10,433
12,430
15,374
16,064
19,425
28,732
40,862
50,875
57,582
64,007
Kun Aguero
Yaya Toure
Robben
Juan Mata
Robin VanPersie
Neymar
Gareth Bale
Luis Suarez
Lionel Messi
CristianoRonaldo
WayneRooney
Top 10 Players278,354 263,738
206,274 204,594144,283
98,86242,922 35,084
12,207 10,743
Conversations on Top Clubs
Data Period: 1 Mar - 30 Apr
2,2971,829 1,652 1,405
990 837397 384
Conversations on Football playing nations
Male81%
Female19%
Gender- Match + Non Match Days
1,120
2,760
3,705
5,259
Luis Suarez
Lionel Messi
Wayne Rooney
CristianoRonaldo
Birthday Wishes
Most Common #Tags Used
#mufc
#lfc
#missionmillion
#cfc
#vangaalmufc
#halamadrid
#afc
#arsenal
#football
#xolo
#ucl
#copadelrey
#fcb
#manutd
#epl
#fcblive
#finalcopa
#midnightfootballparty
#giggslegend
#bpl
#tags quoted over times
While Messi and Ronaldo are the highest discussed Stars; India has another Favorite as
Wayne Rooney above the rest.
Image Source: www.theguardian.com
Conversations from Top CitiesMatch + Non-Match days
1180
583416 351
Mumbai Bangalore Delhi Calicut
All 4 Matches 3210
1242 1115 991
Mumbai Calicut Bangalore Delhi
Non-Match Days
4390
1698 1593 1407
Mumbai Bangalore Calicut Delhi
494
179 174 140
Mumbai Delhi Bengaluru Calicut
Barcelona Vs. Atletico Madrid Barcelona Vs. Real Madrid642
270
186141
Mumbai Calicut Bengaluru Delhi
223
44 31 18
Bengaluru Mumbai Delhi Kasargod
Dempo vs. BFC
Data unavailable for Uruguay vs. Argentina
Typically Kerala, Goa and West Bengal is known for high Football followership;
Mumbai, Bangalore & Delhi have a higher conversation
share.
Kerala, Goa and West Bengal are hardly contributing to the discussions.
Match Days – time peakSpikes during the match hours
Post-Mtach has more chatter that Pre-match
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Barcelona vs. Atletico
Barcelona vs. RFC
Dempo vs. BFC
Argentina Vs. Uruguay
Be it any League/ Match, people like to
discuss and share match moments and conversations in social space;
even if it is after a couple of hours.
Right time for Brands to Engage..
Possible communication period
Commonly active hours
Non Match Days – active hours
Monday
Tuesday
Wednesday
Friday
Saturday
Sunday
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• Usually Sundays & Saturdays have matches• Peaks are volumes that cross hourly avg. of the whole
week; avg. 700 conversations/hour
Based on 2 weeks data
Be it Any Match, Any Day.
The highest active hours is between
17:00 Hrs to 01:00 Hrs
Sharp target Engagement..
Most Importantly, discovered that people
love Midnight Snaking.
Image Source: zeenews.india.com
Thank You
