Cricket World Cup 2023 sees 24 percent surge in ad volumes: TAM

The first 23 matches of the CC World Cup 2023 saw a significant 24 percent growth in average ad volumes per match when compared to the ICC World Cup 2019. A TAM report that compared the period between October 5 and October 20, 2023, against May 30- June 17 2019 unveiled compelling growth trends.

This year’s cricket World Cup 2023 is seeing expansion across various dimensions. Categories have grown by an impressive 29 percent in the first 23 matches, with the count escalating from 65 plus to 85 plus. Advertisers have increased by 2 percent, and brands have shown a 24 percent rise, surging from 150 plus to 185 plus.

Perfumes/Deodorant took center stage in the period as the leading category in the 2023 World Cup, claiming a significant 9 percent share of ad volumes. Interestingly, perfumes/deodorant and e-commerce and wallets are the only categories common between the last World Cup and the ongoing one in the initial 23 matches.

Top advertisers in the 2023 tournament till date include Vini Product, Mahindra & Mahindra, FX Mart, Hindustan Unilever, and Coca Cola India. In comparison, the 2019 tournament featured Vini Product, Amazon Online India, K P Pan Foods, Parle Biscuits, and FX Mart as the top advertisers.

The ICC World Cup 2023 also introduced a considerable surge in new categories and brands. A total of 45 plus new categories and 165 plus new brands have been introduced, offering a dynamic advertising landscape. Bharat Petroleum MAK emerges as the leading new brand, followed closely by Mahindra XUV 700.

The top five new categories in the ICC World Cup 2023 include Anywhere Banking, Airlines, Footwear, Consumer Durables/Home Appliances, and Paints. Among the new brands, Bharat Petroleum MAK, Mahindra XUV 700, My11circle, Fogg Oud Extreme, and Vi Cellular Phone Service lead the way.