Ad volumes per match during ICC T20 WC 2022 saw a drop of 47%: TAM AdEx

Cricket-crazy India wouldn’t want to remember the ICC T20 World Cup 2022, where the Men in Blue lost the crucial semi-final match to England by 10 wickets. Perhaps reflecting Team India’s fortunes at the tournament, Ad Volumes per match during ICC T20 WC 2022 saw a drop of 47% over ICC T20 WC 2021, as per a report by TAM AdEx on the commercial advertising during ICC T20 World Cup 2022. The amount of advertising during the final game of the tournament decreased by 57%, as compared to the ICC T20 WC 2021.

The number of Categories, Advertisers and Brands, too, decreased during ICC T20 WC’22 over ICC T20 WC’21. Between the two T20 World Cups, one category was common among the Top 5 – Ecom-Gaming. Ecom-Gaming topped with 20% share of ad volumes during ICC T20 WC 2022, followed by Aerated Soft Drink with 14% share. The Top 5 categories contributed 42% and 56% share of the Ad Volumes in T20 WC’21 and T20 WC’22, respectively.

Coca Cola India was the only common advertiser among the Top 5 advertisers of both T20 World Cups. Sporta Technologies topped in ICC T20 WC-22 with 15% share of the ad volumes, closely followed by Coca Cola India with almost the same share. The Top 10 Advertisers had 30% and 51% share of the ad volumes in ICC T20 WC-21 and 22, respectively.

Ecom-Gaming [Sporta Technologies (Dream 11), Head Digital Works, Playgames 24x7] and Cellular Phones-Smart Phones [Apple Computer India, Oppo India, Vivo Mobile India] had 3 advertisers each among the Top 5 categories.

Dream11.com was the only common brand among the Top 5 during ICC T20 WC 2021 and ICC T20 WC 2022. Top 5 brands contributed 23% and 37% share of the ad volumes during ICC T20 WC 2021 and ICC T20 WC 2022, respectively.

23 new categories appeared during ICC T20 WC’2022 over its previous edition. Among the new categories, Corporate-Petroleum Products topped the list, followed by Laptops/ Notebooks.

Ads with 15-20 seconds duration were utilised the most during commercial breaks, followed by >20 seconds ads.