TAM SPORTS has released its Asia Cup 2025 Report, for what was a super successful tournament, revenue-wise for host broadcaster Sony Pictures Networks India (SPNI).
INCLUSIONS
Analysis
Based on commercial ad duration during breaks of live matches.
TV Channels Considered
16 TV Channels in Asia Cup ’25 and 11 TV Channels in Asia Cup’22.
Program Exclusions
Based on only Live matches and excluding PRE-MID-POST Programs.
Commercial Ad Exclusions
Excluding Promos, Filler, Film Trailer & Official Broadcaster.
Highlights
*Average ad volume per channel per match increases by 38% in Asia Cup ’25 compared to Asia Cup ’22.
*Among the top 5 Sectors in Asia Cup 2025, F&B leads with 27% followed by Auto and Services Sector.
*The Final match of Asia Cup 2025 witnessed the highest growth compared to other stages of Tournament.
*Mouth Fresheners topped Asia Cup 2025 and was at second place in Asia Cup 2022.
*Tally of Advertisers and brands decreased during Asia Cup 2025 compared Asia Cup 2022.
*In Asia Cup 2025, During commercial breaks, 11-20 second ads were the most preferred, followed by < 10 second ads.
Overall Avg. Ad Volume per channel per match surge by 38% during Asia Cup 2025 compared to Asia Cup 2022
Ad volumes recorded a 35% increase during matches featuring India, while matches involving other teams (excluding India) also experienced notable growth of 41%.
The Final match of Asia Cup 2025 witnessed the highest growth compared to other stages of Tournament
Indexed ad volume grew exponentially across super 4 and final stage of Asia Cup 2025 compared to league stages of same
Tally of Advertisers and brands decreased during Asia Cup 2025 compared Asia Cup 2022
The tally of brands reflected the least decline, followed by categories, with advertisers showing the highest level of de-growth.
Among the top 5 Sectors in Asia Cup 2025, F&B leads with 27% followed by Auto and Services Sector
* During Asia Cup’25, the top five sectors accounted more than 80% of total ad volume, compared to nearly 85% in Asia Cup’22.
* 3 out of Top 5 Sectors that were common during Asia Cup 2025 and 2022: F&B, Services and Telecom Products.
Among the top 5 Categories in Asia Cup 2025, 3 of them belonged to Auto Sector
* Mouth Fresheners topped Asia Cup 2025 and was at second place in Asia Cup 2022.
* During Asia Cup 2025, the top five categories accounted for 46% of total ad volume, compared to 49% in Asia Cup 2022.
Top advertisers
Pepsi Co topped in terms of advertising with 7% share during Asia Cup 2025
* During both Asia Cup 2025 and 2022, the top five advertisers contributed 34% of ad volume.
* Two of top 5 advertisers during both Asia Cup 2025 and 2022 were from F&B sector.
Vimal Elaichi lead the list of brands during Asia Cup 2025 While Dream11.comduring Asia Cup 2022
* Top 5 brands contributed 26% share of ad volumes in Asia Cup 2025, while top 5 of Asia Cup 2022 contributed 29%.
* Two brands each among Top 5 brands were from F&B Sector and Auto Sector during Asia Cup 2025.
Usage of Ad Length during commercial breaks of Asia Cup 2025 and Asia Cup 2022
In Asia Cup 2025, During commercial breaks, 11-20 second ads were the most preferred, followed by < 10 second ads.
While the most preferred ad duration remained consistent with Asia Cup 2025 in Asia Cup 2022, the share of 20–40+ second ads increased noticeably in the latest edition.
