Exploring the Advertising Landscape during Cricket WC 2023: mFilterit

The Men's ICC Cricket World Cup 2023 may not have concluded as the Indian audience desired, but on the advertising pitch, it was a glorious triumph. In a report titled "Beyond the Pitch," mFilterIt explores the advertising landscape during the tournament, revealing fascinating insights into brand dominance, unexpected trends, and record-breaking viewership. 

The league stages showcased the utter dominance of brands under the food & beverage category. While the main attraction for brands was undoubtedly the Indian games, the competitive nature of the tournament ensured that those missing out on heft-priced Team India slots still gained significant exposure. The Food & Beverage, Automobile & Accessories, Online Services, and Finance, Banking & Investment ads emerged as the fabulous final four top categories at the end of the phase.

Amit Relan, CEO and Co-founder of mFilterIt, said, "The tournament was a stage for brands to shine, and we witnessed unexpected stars in the advertising arena. It's a testament to the strategic thinking and adaptability of brands in navigating the dynamic landscape of the Men's Cricket World Cup."

Indian ethnic clothing brands played a stellar inning reminiscent of pre-Diwali festivities, while Indian Auto-Brands showcased their new vehicles with all-round capabilities akin to the dynamic performance by Indian-origin New Zealand player Rachin Ravindran.

Dhiraj Gupta, CTO & Co-founder of mFilterIt, stated, "The advertising trends observed during the Cricket World Cup 2023 underscore the importance of understanding audience dynamics and tailoring campaigns accordingly. Brands need to stay agile to make the most of these high-profile sporting events."

During the India and New Zealand clash, a choco-pie brand gained maximum advertising slots, followed by a well-known Biscuit Brand. Health Insurance brands also made a notable impact.

The second semi-final revealed unique trends, with the tech hub Bangalore dominated by Transport goods service app ads, a global nutrition company, and a rising cookie brand. 

The final week of the tournament witnessed ad pitch dynamics turning on its head during the final games. During the final, two mouth freshener brands and international beauty brands dominated with 13.80%, 11.49%, and 9.89% shares, respectively.

Amit Relan concluded, "This report is not just a reflection of past trends but a guide for future advertising strategies during major sporting events. We believe it will be an enlightening and insightful resource for advertisers, marketers, and anyone fascinated by the evolving dynamics of advertising."

The study incorporated valuable insights from weekly ad analysis during the tournament, providing advertisers and marketers with a roadmap to optimize campaigns and understand consumer behavior during major sporting events.