mFilterIt released the second installment of its weekly report series ‘Beyond the Pitch: Cricket World Cup – Ad Analysis Report’. The report delves deep into the changing dynamics of advertising during the second and third week of the ICC Men’s Cricket World Cup 2023. According to the report, the second week witnessed the dominance of food and beverage category brands, followed by online services, including shopping apps, OTT platforms, fantasy gaming apps, and other online service providers.
Delhi NCR exhibited focus on food and beverages ads, accounting for 34.98% of the distribution, followed by services (11.46%), and auto (11.03%). Meanwhile, Mumbai emphasised services (17.63%) and had a presence of personal care/personal hygiene ads (9.48%) in addition to food and beverages (30.16%). Bangalore also showed an inclination toward food and beverages (36.46%) with a representation of personal care/personal hygiene (12.20%) and services (13.94%).
Moreover, the first-week report highlighted an increase in advertisers and ad slots as the Cricket World Cup 2023 kicked off with Team India’s campaign against Australia. The trend picked up pace in the second week as advertisers sought to capitalise on the increasing viewership and excitement surrounding the tournament.
The report further highlighted that matches featuring Team India saw a 178% rise in the number of ad slots. However, the India versus Pakistan match saw a 149% hike in the number of ad slots compared to India versus Afghanistan. The advertising opportunities for India matches surged to over 2 crore viewers, and the India versus Pakistan match shattered all records, reaching 3.5 crore viewers.
Furthermore, the advertising distribution in the automobile and accessories industry category during India matches was 12.69%, with the presence of some high-profile auto brands as compared to just 7.76% in matches not featuring team India. Similar trends followed for banking, finance and investment ads with 9.19% ad distribution making into the top five categories for India matches. The report further claims that the key differentiating factor is the number of advertisers in the ad distribution for India matches as compared to non-India matches.
Interestingly, the viewership broke records in the second week and recorded 4.3 crore in the third week viewers tuning in to watch the live stream during India-New Zealand game.