England won the Ashes, but who won the social media battle?

Australia won the final Test, but England regained the Ashes urn with a 3-2 series win after five enthralling Tests this summer. England won out on the pitch, but who were the winners on social media?

With the help of insights provided by Synthesio, the leading global Social Intelligence platform, let's find out...

The Oval Test - winners and losers

This graphic shows the share of voice (SOV) for the top five mentioned players in the fifth Ashes test, which Australia won by an innings.

Ashes-winning captain Alastair Cook takes the highest percentage of mentions with 38.3 as he created lots of social buzz when lifting the Ashes on Sunday afternoon.

Stuart Broad was also a top contender with social buzz relating to the #ohmybroad hashtag, which pictures Broad showing a face of absolute shock after Ben Stokes pulled off an outstanding catch during the third Test at Trent Bridge. This has been trending since and is now plastered all over The Oval.

Ashes 2015 SOV Summary – Players

There is correlation between how well players performed on the pitch and how well they performed on social media. Player of the series and England's leading run-score Joe Root tops the SOV with 25.1 per cent. His match-winning centuries and impressions of Bob Willis all helped to gain the most mentions from players in both teams.

This trend continues with Broad, the top wicket-taker in the series with 21 scalps, taking 20.1 per cent due to his brilliance with the ball and the trending #ohmybroad hashtag.

Ashes 2015 Summary - Campaigns

The campaign that generated the most social buzz throughout the 2015 Ashes series was the #myashessummer campaign promoted by Sky Sports. In essence, the campaign captured what an Ashes summer means to players and supporters alike.

Using the #myashessummer hashtag, fans could send in their own content, from selfies taken at the ground to photographs of friends and family coming together at home or in the pub to take on the Australians together as a nation.

The TV advertisement was updated after every Test match, so viewers had plenty of chances to be part of the campaign by sharing images or video using Facebook, Twitter, Instagram or Vine.

While this was a successful campaign, the majority of the content was posted within Microblogging sites (Twitter, Instagram, Vine), it did not penetrate other social media channels, and the influencers of the campaign appear to be spambots jumping on to the success of the hashtag.

#Myashesspammer?

Ashes 2015 Summary – Word Cloud

The word cloud picks up valuable insights into the sentiment of key topics throughout the 2015 Ashes series. The most popular choice of words/topics of positive sentiment are people congratulating the England team on Twitter worldwide as well as some of England’s key players being mentioned in a positive light due to their fantastic and consistent performances.

Trent Bridge also gains positive sentiment on a large scale, the venue which staged one of England’s best performances for many years and where they won back the Ashes with an innings win.

There was lots of neutral sentiment surrounding the #mysashessummer campaign as this was used heavily by Sky Sports during the Ashes.

Negative sentiment was picked up mainly around Australian Steve Smith due to his failure to score runs for Australia at key moments. Smith’s form was excellent when Australia were doing well - at Lord's and The Ovals - and the pitch and conditions suited him, however Australian Twitter users were disappointed with his performances when it really mattered.

Ashes 2015 Summary – Sponsors

Investec were the title sponsor for this series and users on social media reacted well to this, which led to 23.4 per cent of mentions around the brand being being positive sentiment.

Fans at the ground tweeted #zelfies with the Investec Zebra, dotted around all of the Test match grounds.

The England and Wales Cricket Board's sponsors for the 2015 Investec Ashes series were as follows: Investec, Waitrose, Yorkshire Tea, Marstons, Hardy’s of Australia, The Times, Specsavers and Kia Motors.

© Cricket World 2015