MUMBAI: TAM Sports has released the ICC Cricket World Cup 2023 Advertising Final Update – based on ICC CW’19 and ICC CW’23.
The report is based on all 48 LIVE matches of ICC CW’23 and for all the channels on which matches are telecast.
Count of channels during ICC World Cup’23 were 16.
INCLUSION
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 16 channels for ICC CWC’19 and ICC CWC’23.
The study is on All Live matches during ICC CWC’19 and ICC CWC’23 only i.e. excluding PRE-MIDPOST
Programs.
The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer &
Official Broadcaster (Star Network)]
Highlights
1. ICC CWC’23 witnessed indexed growth of 17% in terms of avg. ad volumes 1 per match compared to ICC CWC’19.
2. Tally of categories, advertisers and brands increased during ICC CWC’23 compared to ICC CWC’19.
3. Among all the World Cup matches, Indian matches garnered max. ad volume share with Max. in S-Final and Final.
4. Tally of Categories, advertisers and brands rose by 42%, 3% and 34% respectively during all the matches of ICC CW’23 compared to
all the matches of ICC CWC’19.
5. 55+ new categories and 215+ new brands advertised in all matches of ICC World Cup’23 compared to in ICC World Cup’19.
6. Total 165+ brands advertised on both Regional and Hindi+English sports channels during 48 matches of ICC CWC’23.
Indexed Growth in Avg. Ad Volumes/Channel for ICC World Cup’23 Vs ICC World Cup’19 (48 Matches)
ICC World Cup’23 witnessed indexed growth of 17% from all matches in terms of avg. ad volumes per match compared to ICC
World Cup’19.
Match-wise Ad Volume share for all the matches of ICC CWC’23
Among all the World Cup matches, matches of Indian team garnered max. ad volume share. SF (Ind. vs. NZ) and F (Ind. vs.
Aus.) garnered the maximum ad volumes during ICC Cricket World Cup 2023.
Tally of categories, advertisers and brands increased during ICC CWC’23 compared to ICC CWC’19
Tally of Categories, advertisers and brands rose by 42%, 3% and 34% respectively during all the matches of ICC CW’23 compared
to all the matches of ICC CWC’19.
Together, the top 5 categories covered 33% share of ad volumes during all the matches of ICC World Cup’23
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 time ad volume growth in ICC Cricket World Cup’23 over its previous edition.
Perfumes/Deodorant, Pan Masala & Ecom-Wallets were the only common categories among top 5 of ICC World Cup’23 and ICC World
Cup’19 in all the matches.
The top 5 advertisers collectively added 32% share of ad volumes during ICC World Cup’23
Among top 5 Advertisers, Vini Product and FX Mart were the only common advertisers between ICC World Cup’23 and ICC
World Cup’19.
Ad Volumes of Coca Cola India grew by 2.7 times in ICC CW’23 over ICC CW’19 among Top 5 Advertisers.
55+ new categories and 215+ new brands advertised in all matches of ICC World Cup’23 compared to in ICC World Cup’19
Among the 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.
Summary
Count of New Categories – 55+
Count of Categories not in ICC WC’23 compared to ICC WC’19 – 25+
Count of New Brands – 215+
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels in ICC CWC’23
In ICC CWC’23, Brands of HUL were top exclusive on Hindi+English language sports channels and Regional language sports
channels.
Total 165+ brands advertised on both Regional and Hindi+English sports channels during 48 matches of ICC CWC’23. “Phonepe”
was leading the list of common brands.
