TAM Sports has released its advertising report covering the ICC Test Championship Finals of 2023 (India vs. Australia) and 2025 (South Africa vs. Australia).
And the telling statistic? While, the cricket on show across the Test played this year between defending champions Australia and South Africa was of the very highest order in terms of quality and drama, advertising dollars massively decreased. No prizes for guessing that India’s failure to qualify for the final led to a significant erosion in revenues for host broadcaster JioStar in the Indian subcontinent.
Event: ICC Test Championships (2021-2023-2025)
Advertising Type: Commercial Advertising on Television || Only Live Matches; Excluding Pre-Mid-Post Programs
Excludes Promos, Fillers, Short Programs || % share based on Ad Volumes
Count of channels during ICC TS’21, ICC TS’23 and ICC TS’25 28 were 8, 13 and 5.
Indexed Ad Volume Growth on Television for ICC Test Championship (2021-23-25)
>> Advertising volumes in cricketing battle between India and Australia of 2nd ICC Championship’s final grew by 7%, Surpassing ad volumes in inaugural Test championship final played between India and New Zealand.
>> Current Final of 3rd Test Championship played between Australia and South Africa observed a steep drop by 73% compared to 1st Test Championship.
Count of Categories, Advertisers & Brands in ICC TC’23 and ICC TC’25 (Final)
>> Over 70% decline was observed in the number of categories, advertisers, and brands during the ICC Test Championship Final in 2025 compared to the 2023 edition. The previous final, which featured India, attracted significantly higher advertiser interest and engagement.
Top Categories and Advertisers of ICC TC’23 and ICC TC’25 (Final)
>> Among the leading advertisers, Maruti Suzuki India and Star India (Jio Hotstar) secured the top most position during ICC TC’23 and ICC TC’25 respectively.
>> The top 5 advertisers in ICC TC’23 contributed 28% of the overall ad volumes, while top 5 advertisers in ICC TC’25 contributed more than 65% .
>> Collectively, the top five categories accounted nearly 40% of total ad volumes. Perfumes/Deodorant and Ecom-Media/Ent./Social Media emerged as leaders, featuring among the top five categories in ICC TC’23 and ICC TC’25.
>> Notably, two of the top five categories in ICC TC’23 were from Auto Sector and in ICC TC’25 were from the Services sector.
