ICC Men’s Cricket World Cup 2023 Witnesses 17% Growth In Ad Volumes: TAM Sports

The TAM Sports Advertising Update underscores a surge in ad volumes for Ecom-Wallets, reflecting a 75 per cent increase compared to the 2019 edition

The ICC Men’s Cricket World Cup 2023 has experienced a notable 17 per cent increase in average ad volumes per match compared to the 2019 edition, according to the TAM Sports Advertising Update. India's matches claimed the highest ad volume share, particularly during the semi-final and final matches.

In the 48 matches of ICC WC '23, there was a notable surge of 42 per cent, 3 per cent, and 34 per cent in the count of categories, advertisers, and brands, respectively, in comparison to the matches in WC ’19. This year witnessed the addition of over 55 new categories and more than 215 new brands, with a total of 165 brands advertising on both Regional and Hindi+English sports channels during the tournament.

The report highlights the substantial growth in ad volumes for Ecom-Wallets, showing a 75 per cent increase compared to the 2019 edition. Two-wheelers experienced 42 times growth in ad volume, making it one of the top 5 categories this time.

Perfumes/Deodorant, Pan Masala, and Ecom-wallets were the consistent categories among the top 5 during all the matches of WC ’23, collectively contributing to a 32 per cent share of ad volumes. Vini Product (8 per cent share) and FX Mart (7 per cent) were the only common advertisers in both editions.

Coca-Cola India displayed significant growth, with its ad volumes increasing by 2.7 times in ICC WC '23 over ICC WC '19. Mahindra & Mahindra secured a 7 per cent share, while Hindustan Unilever claimed a 5 per cent share in ad volumes, placing them among the top five advertisers.

Among more than 215 new brands, 'Bharat Petroleum MAK' emerged as the leading brand, followed by 'Kamla Pasand Silver Coated Elaichi.' Interestingly, the top 5 categories in ICC World Cup '19 that did not feature in ICC World Cup '23 belonged to the Ecom category.

Tags assigned to this article: