Cricket World Cup sparks resurgence in advertising growth on TV

The ongoing Cricket World Cup has been a catalyst for the resurgence of advertising activity and economic growth as television witnessed overwhelming participation of advertisers in the initial matches of the event. The advertising momentum kicked in right from the start of the tournament on television as per BARC, with 46 unique categories leveraging the medium in the first two matches to capture early festive thrust. The first two matches (England vs New Zealand and Pakistan vs Netherlands) sold 31% higher inventory on television compared to the 2019 ODI World Cup.
The 25 new categories leveraging World Cup on TV include banking, telecom, cement and building materials, airlines, footwear, washing machines, tractors, and two-wheelers among others. Brands like Vodafone, TRESeme, Sketchers, Emirates, Axis Bank, Jindal Panther and HDFC Life Insurance are capitalizing this festive season by advertising on television. A total of 23 FMCG brands are advertising on television given the festive timing and high consumer activity.

Non-India matches outperform combined might of five impact shows on TV
As per BARC, the total consumption for the first two matches of the World Cup was ~20% higher than the combined consumption of leading impact shows on television, showcasing higher affinity for the tournament without even considering India matches. With big teams like Australia and England failing to win their initial matches, non-India matches going forward would be of high consequence, driving higher eyeballs on television among millions of cricket fans.

As per a recent story, leading TV manufacturers like Samsung, Xiaomi, Sony, LG and Panasonic have reported bumper sales and are scampering to meet order and installation demands. With India hosting the World Cup, the enthusiasm to create a stadium-like experience at home has spiraled with sales of TVs 55 inch or more almost tripling for manufacturers even before festivities kick-in.

The Cricket World Cup is fueling a surge in advertising and economic activity and with Team India off to a flying start with three wins in three games, the collective excitement of the nation could drive unprecedented viewership on TV.