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 24% growth in average ad volume in the first 23 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 85 categories as compared to 65 categories in the previous edition of the ICC Men’s Cricket World Cup in 2019. Categories witnessed a growth of 29% from 2019 to 2023. The count of advertisers remained similar for both tournaments having more than 80 advertisers, witnessing a two percent growth. More than 185 brands advertised in the first 23 matches of ICC Men’s Cricket World Cup 2023.
Perfumes/Deodrants remained the top category with a nine percent share in 2023 with Cars, E-com Wallets, E-com gaming, and Aerated Soft Drink following closely with 7%, 6%, 6% 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 33% share of ad volumes for the first 23 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%, Hindustan Unilever at 5%, and Coca Cola India at 5% . The categories together accounted for 32% of ad volume share during ICC World Cup 2023. Vini Product and FX Mart were the only common advertisers between ICC World Cup 2023 and ICC World Cup 2019.
More than 45 new categories and more than 165 brands advertised in the first 23 matches of ICC World Cup 2023 as compared to same number of matches in ICC World Cup 2019. Bharat Petroleum MAK was the leading brand followed by Mahindra XUV 700, among the 165+ brands that advertised.