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Posted 24/01/2025 10:50am

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Tennis courts echo,
Social media buzzes,
Records are broken.

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Australian Open 2025 draws record-breaking attendance and social media engagement: Meltwater

The 2025 Australian Open tennis tournament has seen record-breaking attendance figures, thanks to an expanded strategy aimed at broadening its appeal, according to consumer intelligence firm, Meltwater.

Over the first 22 days, the tournament garnered 1.63 million mentions, surpassing 2024's 1.4 million mentions. Platform X emerged as the most engaging, capturing the highest platform share with 962,000 mentions, four times more than news and broadcast sources.

Novak Djokovic dominated headlines, both for his on-court prowess and off-court controversies. Tony Jones' commentary drama alone generated 13,300 mentions, with a spike to 9,480 on January 20. Former no. 128 German player, Eva Lys, defied expectations by securing three wins worth 240 ranking points, and generated significant attention with her historic entry to the fourth round.

The most discussed players now in the semi-finals are Novak Djokovic (41.7% of queries), Jannik Sinner (35.1%), Iga Swiatek (17.2%), Aryana Sabalenka (16%), and Alexander Zverev (14.4%). According to Meltwater's Klear Influencer Marketing tool, Djokovic is the most influential male tennis player with a Klear Score of 99/100, and Iga Swiatek is the second most influential female player after Coco Gauff, with a score of 93/100.

Among the key AO 2025 sponsors, headline sponsor Kia leads with the highest number of posts over time (616), followed by Rolex (77), and Emirates (59). Ralph Lauren's brand engagement has stood out with 26.8% Share of Voice (SOV) and 39.6% brand share of engagement, while Nike continued to be the most recognised brand via logo recognition (27.8%).

Medvedev's conduct resulting in a $76,000 fine sparked significant attention, with 3.87k posts that saw a spike on 19th January with 958 mentions. Audience engagement was highest among both 18-24 year-old females (24.2%) and males (32.3%), with males comprising the majority of the overall audience.

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