According to the TAM Sports Commercial Advertising Report, ICC World Cup’23 witnessed an indexed growth of 17% from all matches in terms of average ad volumes per match compared to ICC World Cup’19. Additionally, among all the World Cup matches, matches of the Indian team garnered maximum ad volume share.
Furthermore, Semi Finals, that is, India versus New Zealand and Finals, India versus Australia, garnered the maximum ad volumes during ICC Cricket World Cup 2023.
Tally of categories, advertisers and brands rose by 42%, 3% and 34% respectively during all the matches of ICC Cricket World Cup’23 as compared to all the matches of ICC Cricket World Cup’19. The number of categories in 2019 was more than 75, while in 2023 it grew to more than 105. The number of advertisers increased to more than 95 in 2023 from more than 90 in 2019. Meanwhile, the number of brands grew extensively and reached to more than 225 in comparison to more than 170 in 2019.
In ICC World Cup’23, ad volumes of Ecom-Wallets grew by 75% compared to ICC World Cup’19. But among top 5 categories, two wheelers witnessed 42 times ad volume growth in ICC Cricket World Cup’23 over its previous edition. Perfumes/deodorant, pan masala and Ecom-Wallets were the only common categories among top 5 of ICC World Cup’23 and ICC World Cup’19 in all the matches. This year, cars and aerated soft drinks also made to the list of top 5 categories, replacing Ecom-online shopping and cellular phones-smart phones from the top 5 list of 2019.
Interestingly, Vini Product and FX Mart were the only common advertisers between ICC World Cup’23 and ICC World Cup’19 among top 5 advertisers. However, the ad volumes of Coca Cola India grew by 2.7 times in ICC CW’23 over ICC CW’19 among top 5 advertisers. Moreover, Mahindra & Mahindra and Hindustan Unilever also made to the list of top 5 advertisers with 7% and 5% share respectively.
Among more than 215 new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Kamla Pasand Silver Coated Elaichi’. The top 5 categories present in ICC World Cup’19 and not in ICC World Cup’23, belonged to Ecom Category. Moreover, the top 5 new categories added this time were Anywhere Banking, Paints, Footwear, Consumer Durables/Home Appliances, Banking Services & Products.
Furthermore, in ICC Cricket World Cup’23, brands of HUL were top exclusive on Hindi+English language sports channels and regional language sports channels. Additionally, more than 165 brands advertised on both regional and Hindi+English sports channels during 48 matches of ICC Cricket World Cup’23 with Phonepe leading the list of common brands. While, Boost in the regional sports channel and Lux Jasmine & Vitamin C+E in the Hindi+English sports channel category topped the list.