MUMBAI: TAM Sports has released the ICC T20 World Cup 2022 Advertising Report.
The report attempts a comparitive analysis of the ICC T20 World Cup 2022 and the ICC T20 World Cup 2021. Both events had a total of 45 matches respectively (though 3 matches of the 2022 edition were abandoned without a ball being bowled). It bears noting however, that the 2021 edition was showcased on 17 channels of host broadcaster Star India, while for the 2022 edition, the number of channels covering the mega tournament was 14.
INCLUSION
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across all channels which telecast ICC T20 WC 2021 and ICC T20 WC 2022.
The study is on All Live matches during ICC T20 WC 2021 and 2022 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. Ad Volumes per match during ICC T20 WC 2022 saw a drop of 47% over ICC T20 WC 2021
2. Ecom-Gaming topped with 20% share of ad volumes during ICC T20 WC 2022 followed by Aerated Soft Drink with 14% share
3. Top 10 advertisers had 30% and 51% share of ad volumes in ICC T20 WC 21 and 22 respectively
4. Dream11.com was only common brand among the Top 5 in ICC T20 WC 2021 and 2022
5. 23 new categories appeared during ICC T20 WC’ 2022 over its previous edition
6. 15-20 seconds ads were utilized the most during commercial breaks, followed by >20 seconds ads
(Base: All Matches of ICC T20 WC 2016 and 2021; Only Live Matches Considered; Excluding Pre-Mid-Post Programs)
Ad Volumes per match during T20 WC 2022 saw a drop of 57% over T20 WC 2021
The amount of advertising during the final game of the tournament decreased by 57% as compared to the ICC T20 WC 2021.
Count of Categories, Advertisers and Brands in WC ’22 and WC ’21
Number of Categories, Advertisers and Brands decreased during ICC T20 WC’22 over ICC T20 WC’21
Between the two T20 World Cups, one category was common among top 5. i.e. Ecom-Gaming
Ecom-Gaming topped with 20% share of ad volumes during ICC T20 WC 2022 followed by Aerated Soft Drink with 14% share.
The Top 5 categories contributed 42% and 56% share of Ad Volumes in T20 WC’21 and T20 WC’22 respectively.
Coca Cola India only common advertiser among Top 5 advertisers of both World Cups
Sporta Technologies topped in ICC T20 WC-22 with 15% share of ad volumes closely followed by Coca Cola India with almost same share.
Top 10 advertisers had 30% and 51% share od ad volumes in ICC T20 WC-21 and 22 respectively.
Leading Advertisers under Top 5 Categories – WC ’22
Ecom-Gaming and Cellular Phones-Smart Phones had 3 advertisers each among top 5 categories
Dream11.com only common brand among Top 5 during WC ’21 and WC ’22
Top 5 brands contributed 23% and 37% share of ad volumes during ICC T20 WC 2021 and ICC T20 WC 2022 respectively
New categories in WC ’22 || Categories not appearing in WC ’22
23 new categories appeared during ICC T20 WC’2022 over its previous edition.
Among the new categories, Corporate-Petroleum Products topped the list followed by Laptops/Notebooks
Usage of Ad Length during commercial breaks of WC ’22
15-20 seconds ads were utilized the most during commercial breaks, followed by >20 seconds ads
