The ICC Men’s Cricket World Cup 2023 has kicked off with a bang as compared to the ICC Men’s Cricket World Cup in 2019. The ICC Men’s Cricket World Cup 2023 witnessed a 22% growth in average ad volume in the first 31 matches as compared to the ICC Men’s Cricket World Cup 2019, according to a report by TAM.
The ongoing tournament (ICC Men’s Cricket World Cup 2023) witnessed more than 90 categories as compared to 68 categories in the previous edition of the ICC Men’s Cricket World Cup in 2019. Categories witnessed a growth of 31% from 2019 to 2023. The count of advertisers remained similar for both tournaments having more than 80 advertisers, witnessing one percent growth. More than 200 brands advertised in the first 31 matches of ICC Men’s Cricket World Cup 2023.
Perfumes/Deodrants remained the top category with an eight percent share in 2023 with Cars, E-com Wallets, Aerated Soft Drink and E-com gaming following closely with 7%, 7%, 5% and 5%, respectively. Perfumes/Deodrants and Ecom-Wallets were the only common categories between ICC World Cup 2023 and ICC World Cup 2019. The top five categories together accounted for a 32% share of ad volumes for the first 31 matches of the ICC World Cup 2023.
Vini Product was the top advertiser with a 9% ad volume share in ICC World Cup 2023, followed by Mahindra and Mahindra at 7%, FX Mart at 6%, Coca-Cola India at 5% and Hindustan Unilever at 4%. The categories together accounted for 31% of ad volume share during ICC World Cup 2023. Among top five advertisers, Vini Product was the only common advertiser between ICC World Cup 2023 and ICC World Cup 2019.
More than 50 new categories and more than 175 brands advertised in the first 31 matches of ICC World Cup 2023 as compared to the same number of matches in ICC World Cup 2019. Bharat Petroleum MAK was the leading brand followed by Vi Cellular Phone service, among the 175+ brands that advertised.