Insights into the social media sentiments | KPMG | QA

Insights into the social media sentiments during the European Championship

Insights into the social media sentiments

Fans of the Belgian Red Devils are quite active on social media during the European Championship. In light of this, the KPMG Data & Analytics team of Technology Advisory has been analyzing historical and live data (during the games) from numerous sources. Take a look at some of the insights from our analysts.



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What did the neighboring countries think about Hazard’s performance during the Belgium vs. Hungary game?

What a game! Hungary was successfully defeated by a superb Belgian team led by captain Eden Hazard. Goals of Alderweireld, Batshuayi, Hazard, and Carrasco secured the win and a quarter-final against Wales. 

With an overall increase of 142% of tweets compared to the last game, we can safely say that the social media attention for the Belgian Red Devils is on the rise! 

We mapped Hazard’s perceived sentiment score on a global map. The perceived sentiment refers to the amount of positive and negative tweets. Surprisingly the perceived sentiment score is higher in neighboring countries UK, Netherlands and Germany. The top 3 countries by volume were: UK (4.780), Belgium (3.500) and USA (3.160). 

Is Zlatan more popular than the Belgian Red Devils?

During the Belgium vs. Sweden game we zoomed in on Zlatan Ibrahimović's perceived sentiment. A clear evolution towards a more negative sentiment can be observed. Possible explanations are the loss of the game, the end of his career, and his denied goal.

Did the victory against the Republic of Ireland have an impact on the popularity of the players? 

The Belgian Red Devils successfully defeated Ireland with 2 goals of Romelu Lukaku and 1 goal of Axel Witsel. 

Compared to the game against Italy we can see the overall sentiment has changed in a positive way. Romelu Lukaku, who was voted Devil of the Match, was also the biggest winner on social media. He turned the negative sentiment of last match completely around thanks to his two goals.

We zoomed in on Lukaku’s perceived sentiment during the game. Based on this we can clearly see that his first goal had the biggest impact on the perceived sentiment. 

Which Red Devil gets the most attention from the ladies?

During the first two weeks of the European Championship we monitored the gender of the tweeter. Based on this data we noticed that, although football remains a man’s world, some players get more female attention than others. The top 3 players who received the most female attention are Dries Mertens, Jan Vertonghen and Radja Nainggolan. The player all the way at the bottom is Moussa Dembélé with 8.6% of tweets of female origin.

© 2018 KPMG Central Services, a Belgian Economic Interest Grouping ("ESV/GIE") and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. All rights reserved.

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