MUMBAI: TAM Sports has released the TAM AdEx Advertising Analysis of the Asia Cup covering three editions of the continental tournament: Y 2018 (ODI) – Y 2022 (T20) – Y 2023 (ODI)
Advertising Analysis – Asia Cup
Y 2018 (ODI) – Y 2022 (T20) – Y 2023 (ODI)
Indexed Ad Volume Growth – Asia Cup ODI Format
Indexed Ad Volume growth grew by 31% in Asia Cup 2023 over Asia Cup 2018 (ODI Format) from 100 to 131 (Count of Matches 13 in both editions)
Food & Beverages Sector ascends to 1st position in Y 2023 Asia Cup over the previous two
1 Food & Beverages (Y’18 – 2; Y’22 – 2)
2 Personal Care/Personal Hygiene (Y’18 – 4; Y’22 – 3)
3 Building, Industrial & Land Materials/Equipments (Y’18 – 8; Y’22 – 6)
4 Services (Y’18 – 1; Y’22 – 1)
5 Auto (Y’18 – 3; Y’22 – 8)
Top 5 Categories together contributed 43% of overall advertising during Y 2023 Asia Cup
2018 % Share
1 Ecom-Wallets 14%
2 Cellular Phones-Smart Phones 7%
3 Aerated Soft Drink 7%
4 Perfumes/Deodorant 6%
5 Ecom-Online Shopping 6%
2022 % Share
1 Ecom-Gaming 17%
2 Pan Masala 11%
3 Perfumes/Deodorant 9%
4 Cellular Phones-Smart Phones 7%
5 Aerated Soft Drink 5%
2023 % Share
1 Perfumes/Deodorant 16%
2 Paints 9%
3 Biscuits 6%
4 Aerated Soft Drink 6%
5 Cars 6%
Top Common Categories of Y 2018-22-23
Perfumes/Deodorant was the leading Common Category that was present during Asia Cup Y 2018-22-23
Top Common Categories
Perfumes/Deodorant
Ecom-Gaming
Aerated Soft Drink
Pan Masala
Cellular Phones-Smart Phones
Paints
Two Wheelers
Tyres
Ecom-Financial Services
30+ exclusive categories during Y 2023 over previous two Asia Cups
Top Exclusive^ Categories : [30+]
Protective Coatings
Washing Powders/Liquids
Lubricants
Spices
Shampoos
Hair Oils
Sugar Confectionaries
Pre Post Wash Products
Namkin
Sauce/Ketchup
Vini Product secured 1st position in Asia Cup Y 2023 with ODI Format
2018 % Share
1 Google 10%
2 Vini Product 7%
3 Amazon Online India 6%
4 One97 Communications 5%
5 Hero Motocorp 5%
2022 % Share
1 Vini Product 10%
2 Sporta Technologies 8%
3 Fairplay 8%
4 Samsung India Electronics 6%
5 K P Pan Foods 6%
2023 % Share
1 Vini Product 11%
2 Hindustan Lever 8%
3 Coca Cola India 7%
4 Kansai Nerolac Paints 6%
5 Britannia Industries 6%
Highlights
>Asia Cup 2023, registers ad volume growth of 31% compared to Asia Cup 2018 (ODI Format).
>Match between Ind/Pak garnered max. percentage share of 18% among all the Asia Cup 2023 matches.
>Perfumes/Deodorants and Ecom-Gaming were the top categories present among all the 3 Asia Cups i.e. Y 2018-22-23.
>Vini Product was the leading Advertiser in 2022 & 2023 and acquired 2nd position in Y 2018 Asia Cup.
>Asia Cup’23 leads in the tally of Categories, Advertisers & Brands.
Celebrity Endorsement – Asia Cup Y 2018 – Y 2022 – Y 2023
Ad Volumes of Celebrity Endorsed ads grew by 51% in Asia Cup ’23 over Asia Cup ’18, whereas it decreased by 6% in Asia Cup ’22 (T20 Format)
Celebrity Endorsement AC ’18 (ODI) – 100
Celebrity Endorsement AC ’22 (T20) – 94
Celebrity Endorsement AC ’23 (ODI) – 151
During Asia Cup ’18-23, highest brand endorsement done by Film Actors followed by Sports Persons
Akshay Kumar tops among overall Celebrities and Jasprit Bumrah among Sports Celebrities during Asia Cup’23
Overall
Top 5 Celebrities Y 2023
Akshay Kumar 10%
Shahrukh Khan 9%
Ajay Devgan 9%
Tiger Shroff 7%
Jasprit Bumrah 6%
Sports Celebrity
Top 5 Celebrities Y 2023
Jasprit Bumrah 24%
Rohit Sharma 15%
Shubman Gill 12%
Virat Kohli 12%
Sourav Ganguly 11%
