Ad volumes on ICC World Cup’23 grow by 15% as compared to ICC World Cup’19: TAM Sports report

The report explores the FCT advertising for the first 15 matches.

ICC World Cup'23 witnessed indexed growth of 28% from the first 15 matches in terms of average ad volumes per match as compared to ICC World Cup'19, says the TAM Sports report. The count of categories grew by 30%. Meanwhile, advertisers and brands grew by 14% and 32% respectively in ICC World Cup '23 vs ICC World Cup'19 during the first 15 matches from both World Cups.

In ICC World Cup '23, Perfumes/Deodorant was the leading category with a 10% share of ad volumes. The report suggests that perfumes/deodorant and e-commerce wallets were the only common categories between ICC World Cup '23 and ICC World Cup '19.

The top advertisers of ICC World Cup ‘23 were Vini Product followed by Mahindra & Mahindra and HUL. In the 2019 World Cup, the top advertisers were Vini Products, K P Pan Foods and Amazon Online India. Among advertisers, Vini Product and FX Mart were the only common advertisers between ICC World Cup '23 and ICC World Cup'19. The top 5 advertisers collectively added 33% share of ad volumes during ICC World Cup '23. Meanwhile, the top 5 categories together covered 33% share of ad volumes during the first 15 matches of ICC World Cup '23.

 40+ new categories and 150+ new brands advertised in 15 matches of ICC World Cup '23 compared to the same number of matches in ICC World Cup '19. Banking, Two-wheelers, and consumer durables were among the new categories this World Cup.

Among the 150+ new brands, 'Bharat Petroleum MAK' was the leading brand followed by 'Fogg Oud Extreme' and Mahindra XUV 100.

The categories that are not advertising in the 2023 World Cup but were among the top advertisers in 2019 included education, e-commerce, and lighting products.