ICC World Cup 2023 saw 34% more brands than in 2019
According to the TAM Sports-Advertising Update of ICC Cricket WC 2023, there were 55+ new categories and 215+ new brands this year
The ICC Men’s Cricket World Cup 2023 has witnessed an indexed growth of 17% in terms of average ad volumes per match compared to the 2019 edition of the tournament.
According to the TAM Sports-Advertising Update of ICC Cricket WC 2023, during this edition of the tournament, India’s matches garnered maximum ad volume share with the most being during the Semi-Final and Final matches.
The tally of categories, advertisers and brands was up by 42%, 3% and 34%, respectively, during the 48 matches of ICC WC '23, compared to all the matches of WC ’19.
There were 55+ new categories and 215+ new brands this year. A total of 165 brands advertised on both Regional and Hindi+English sports channels during tournament.
The report said that in WC '23, ad volumes of Ecom-Wallets grew by 75% compared to the 2019 edition, but among the top 5 categories, two-wheelers witnessed 42 times more ad volume growth this time.
Perfumes/Deodorant, Pan Masala & Ecom-Wallets were the only common categories among the top 5 during all the matches of WC ’23. These 5 collectively added 32% share of ad volumes.
Vini Product (8% share) and FX Mart (7%) were the only common advertisers in the two editions.
The Ad Volumes of Coca-Cola India (5% share) grew by 2.7 times in ICC WC '23 over ICC WC '19. Among the other top five advertisers were Mahindra & Mahindra with a 7% share and Hindustan Unilever with 5% share in ad volumes.
Among the 215+ new brands, 'Bharat Petroleum MAK' was the leading brand followed by 'Kamla Pasand Silver Coated Elaichi'. The top 5 categories in ICC World Cup '19 and not in ICC World Cup'23, belonged to the Ecom category.
