According to a TAM report, this edition of the tournament saw the count of advertising categories grow by 29% with more than 85 categories having advertised so far
The ICC Men’s Cricket World Cup 2023 has demonstrated a significant increase of 24% in average ad volumes per match during the first 23 matches when compared to the 2019 edition of the tournament.
As per the TAM Sports-Advertising Update of ICC Cricket WC 2023, the current tournament has witnessed a 29% growth in the number of advertising categories, with over 85 categories actively advertising.
Compared to the 2019 World Cup, there has been a 24% increase in the number of brands that have chosen to advertise in the 2023 World Cup. In this year’s edition, more than 185 brands joined the advertising lineup, as opposed to 150 brands during the first 23 matches of the previous tournament.
The most prominent category for advertising in the ICC World Cup 2023 was Perfumes/Deodorant, accounting for 9% of the total ad volumes. Interestingly, Perfumes/Deodorant and Ecom-Wallets were the only categories that were common between the ICC World Cup ’23 and the ICC World Cup ’19 during the first 23 matches.
The top five advertising categories collectively contributed to 33% of the ad volumes during the first 23 matches of the ICC World Cup 2023.
Among the top five advertisers, Vini Product and FX Mart were the only consistent advertisers between the ICC World Cup ‘23 and ICC World Cup ’19. Collectively, the top five advertisers represented 32% of the ad volumes during the ICC World Cup 2023.
This cricket season witnessed the inclusion of 45 new advertising categories and 165 new brands compared to the previous tournament. Among these new brands, ‘Bharat Petroleum MAK’ emerged as the leading brand, followed by ‘Mahindra XUV 700.’
