The International Cricket Council (ICC) Cricket World Cup 2023 has not just been a playground for cricketers but an advertising goldmine, as revealed by a report from ad traffic validation and analytics firm, mFilterIT. The data gathered over the course of the tournament has shown interesting trends, especially in the advertising realm during matches featuring the Indian cricket team.
In a detailed analysis, mFilterIT disclosed that the second and third weeks of the tournament saw a staggering 178% increase in ad slots during matches which included the Indian team, as compared to those without. This spike was largely led by the food and beverage (F&B) sector brands, followed by large online services including shopping apps, Over-The-Top (OTT) platforms, and fantasy gaming apps.
As the cricket fever soared, advertisers found a lucrative opportunity to reach a broad audience. The India versus Pakistan match was a notable highlight, witnessing a 149% jump in ad slots in comparison to the India versus Afghanistan match. The advertising reach expanded to over 20 million viewers for India matches, with the India-Pakistan face-off breaking all previous records, touching a remarkable 35 million viewership mark. The trend continued with 43 million viewers tuning into the live stream during the India-New Zealand match in the third week.
Dhiraj Gupta, CTO and Co-founder of mFilterIT, emphasized the value this data holds for advertisers and brands, stating, “The data we’ve collected and analysed for this report provides a valuable resource for advertisers and brands. It showcases the changing trends and dynamics of advertising in the context of a high-profile sporting event like the Cricket World Cup.”
The advertising landscape saw a fascinating shift with F&B holding a significant share, particularly dominating in Tier-1 and Tier-2 cities during the second and third week, claiming one-third of the advertising distribution share. However, other industries weren’t left far behind. Notable advertising shares were observed in sectors like automobiles and accessories, banking, finance services and investments, personal care and hygiene, construction materials & equipment, and consumer durables, each with varying advertising percentages across different cities.
Amit Relan, CEO and Co-founder of mFilterIT, noted the evolving nature of cricket advertising in India, acknowledging the unprecedented viewership and advertising trends observed during the second and third week of the tournament.
As the tournament progresses, the advertising game is evolving with innovative ads making their way to different ad slots. The first week saw a substantial rise in advertisers and ad slots, a trend that gained momentum in the second week, showcasing the advertisers’ enthusiasm to capitalize on the increasing viewership and excitement surrounding the tournament. mFilterIT’s recent report aptly captures the evolving advertising trends and underscores the Cricket World Cup 2023 as a lucrative platform for advertisers eyeing a vast and engaged audience base.
The ICC Cricket World Cup 2023 is undeniably moving the advertising needle, presenting a vibrant and exciting avenue for advertisers to engage with audiences, as the tournament moves towards its business end. The insights provided by mFilterIT offer a comprehensive understanding of the advertising landscape, highlighting the significant potential for brands to make a lasting impact amidst the cricket frenzy.
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