Supercharge your festive media plan with the power of Women’s T20 World Cup on Television
TV viewership for women’s cricket grew by 57% to 254 million in 2023, showcasing a paradigm shift in scale for brands advertising
As the busiest time of the year for brands approaches, the ICC Women’s T20 World Cup on TV presents a golden opportunity to connect and engage with consumers during this period of peak spending. The rapid ascent of women’s cricket viewership on television from 84 million in 2021 to 254 million in 2023 reflects the heightened interest and growing fan-base. Not just the scale, even the time spent watching Women’s T20 World Cups has grown over an incredible 105%, with the 2023 edition clocking 31.4 billion minutes, as per BARC. Let’s look at three compelling reas2ons advertisers why should associate with the Women’s T20 World Cup on TV this festive season.
The Fastest Route to Maximum Impact
When it comes to delivering immediate reach and lasting impact, the Women’s T20 World Cup outshines all the biggest TV shows including reality shows, talent shows, and quiz shows that too in a significantly shorter timeframe. Last year’s edition reached 107 million viewers in less than three weeks, whereas the largest reality show and quiz show on TV trailed behind in scale despite 7 weeks of programming. The tournament also clocked a higher TV rating compared to impact shows across genres, showcasing a clear differentiation across measurements. 
Blockbuster Clashes + Primetime Coverage = Maximum Festive Impact
The timing of key matches in the tournament couldn’t be more perfect, with day matches beginning at 3:30 PM IST and evening games securing primetime slots starting at 7:30 PM IST making sure that friends and family could come together to enjoy the World Cup. The most anticipated clashes, including India vs Pakistan and India vs Australia are scheduled on Sunday’s, with the World Cup final scheduled for Sunday, 20th October, just a week away from Diwali.
Women’s World Cups on TV - A BrandWagon advertisers are well and truly aboard
50+ categories and 90+ brands have been associated with the last 3 editions of Women’s World Cups on TV, including but not limited to categories like Consumer Durables, Banking and Insurance, FMCG, Automobile, Construction and Gaming. The report card of brands that associated with recent Women’s World Cups showcased phenomenal outcomes. An automobile brand that came onboard as an associate sponsor witnessed a noticeability of 74% on TV with a mere 8% share of GRPs, whereas the same brand could achieve a noticeability of just 33% at a whooping 92% share of GRPs from other genres. In terms of impact on brand metrics, a reputed bank that associated with the Women’s World Cup on TV in 2022 through contextual features drove 1.8X uplift in recommendations and 1.3X uplift in consideration. In terms of impact on sales, a healthcare brand with limited presence during the 2022 World Cup witnessed a staggering 46% higher product search on a leading e-commerce website compared to its investments during peak festive period on other genres.
Associating with the Women’s T20 World Cup on TV provides a powerful platform for brands to drive salience, reach a vast and engaged audience while aligning with positive, empowering narratives of women’s cricket.
