Ad Volumes per match during ICC T20 World Cup 2024 clocked 38% growth over ICC T20 World Cup 2022, matches where India was playing recorded 90% more ad volumes compared to non-India playing matches in recent edition of WC, reveals TAM ADEX report. Reportedly, number of categories, advertisers, and brands also increased by 67%, 76% and 83% respectively during the tournament.
As per the report, biscuits topped the chart of ad volumes with 14% share of ad volumes during ICC T20 WC 2024 followed by perfumes and deodorant with seven percent share. The share of the top five advertiser’s ad volumes dropped to 39% from 51% in the recently concluded tournament compared to the previous edition. It is also mentioned that 15-20 seconds ads were utilised the most during commercial breaks, followed by less than 10 seconds ads. Reportedly, there was 52% of ads with a duration of 11-20 seconds, 23% of ads had a length of over 21 seconds and 25% ads had less than or equal to 10 seconds of length.
The amount of advertising during the final game of the tournament increased by 57% as compared to the ICC T20 WC 2022 while ad volumes per match during the super 8 of ICC T20 WC 2024 saw a growth of 118% over super 12 of the previous edition. Dream11 was the only common brand among the top five during both editions of the tournament.