Average ad volumes per match up 17% in ICC World Cup'23: TAM Sports

ICC World Cup'23 witnessed indexed growth of 17% from all matches in terms of average ad volumes per match compared to ICC World Cup'19, as per TAM Sports’ report on commercial advertising during the recently concluded ICC Cricket World Cup 2023. Among all the World Cup matches, matches of Indian team garnered the maximum ad volume share. Not surprisingly, the semi-final match between India and New Zealand and the final tie between India and Australia garnered the maximum ad volumes during ICC Cricket World Cup 2023.

The tally of Categories, advertisers and brands rose by 42%, 3% and 34%, respectively, during all the matches of ICC CW’23 compared to all the matches of ICC CWC’19.

Together, the Top 5 categories covered 33% share of ad volumes during all the matches of ICC World Cup'23. In ICC World Cup'23, ad volumes of Ecom-Wallets grew by 75% compared to ICC World Cup'19. But among the Top 5 categories, Two Wheelers witnessed 42x ad volume growth in ICC Cricket World Cup'23 over its previous edition. Perfumes/ Deodorant, Pan Masala, and Ecom-Wallets were the only common categories among the Top 5 of ICC World Cup'23 and ICC World Cup'19 in all the matches.

The Top 5 advertisers collectively added 32% share of ad volumes during ICC World Cup'23. Among the Top 5 Advertisers, Vini Product and FX Mart were the only common advertisers between ICC World Cup'23 and ICC World Cup'19. Ad Volumes of Coca Cola India grew by 2.7x in ICC CW'23 over ICC CW'19 among Top 5 Advertisers.

Over 55+ new categories and 215+ new brands advertised in all matches of ICC World Cup'23 compared to ICC World Cup'19. Among the 215+ new brands, Bharat Petroleum MAK was the leading brand, followed by Kamla Pasand Silver Coated Elaichi. The Top 5 categories present in ICC World Cup'19 and not in ICC World Cup'23, belonged to Ecom Category.

Total 165+ brands advertised on both Regional and Hindi+English sports channels during 48 matches of ICC CWC’23. PhonePe led the list of common brands. In ICC CWC’23, brands of HUL were top exclusive on Hindi+English language sports channels and Regional language sports channels.