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As the ICC Men’s T20 World Cup approaches, advertisers are looking at shaking up their marketing strategies.While TV ad rates are predicted to hold steady, predictions are mixed for digital. Some anticipate a premium on mobile inventory due to high demand, while others expect programmatic buying to offer flexibility and potentially lower rates.



Overall, with Disney+ Hotstar announcing ‘Free on Mobile’ viewing, the focus has shifted to creating shorter, interactive, and location-based advertisements optimised for mobile consumption.


“As soon as free word gets associated there is a significant scale which gets generated along with it. So advertising on the mobile (Hand Held Device) for World cup will definitely see an increase due to its ability to provide higher reach. If we take a cue from IPL (Indian Premier League) which is aired for free on JioCinema we would understand that the sizeable reach which it provides,” said Vaibhav Choudhari, vice president, West, Carat India.



However, experts are also concerned about the audience going through a cricket fatigue. 


“While most brands would have spent their significant chunk of budget on IPL(Indian Premier League) , the takers for the event might see a drop leading to platform offering lucrative packages to onboard advertisers,” Choudhari added.



Some of these advertisers categories in Choudhari’s list belong to FMCG, auto, BFSI, food and beverages, travel and hospitality and electronics and retails.

 

The real money gaming brands like Dream 11 and My11circle and on the other hand the Pan masala brands would be usual large advertisers for the Wold Cup. 



Ecom and FMCG categories would also see sizeable participation but rest of the categories would see little contribution on this event.



This could also be one of the reasons why ad rates for television have stayed stable between Rs6.2 lakh and Rs6.5 lakh per 10 seconds.



As per TAM numbers, ad volumes per match during ICC T20 WC 2022 saw a drop of 47 percent over ICC T20 WC 2021 and ecom-gaming, aerated soft drinks, cellular phones-smart phones, wires and cables and perfumes/deodorants were the top categories. 




Explaining this lack of increase in TV ad rates, Amol Dighe, CEO, Investments and Business Development, Madison Media, said, “Given novelty of the World Cup happening in the US for the first time, advertisers are naturally excited about the event's potential. Then there is the usual excitement around key matches like India vs Pakistan. However, despite all of these factors , there hasn't been a substantial increase in advertising prices. This could be attributed to several factors. Firstly, the June-July period is generally slower for advertisers compared to other times of the year. Additionally, the World Cup follows closely after the IPL, meaning that the audience may have already had their fill of cricket content, potentially impacting advertiser interest and investment.”



However, advertisers will need to adapt their strategies to leverage this mobile-first consumption, said Russhabh R Thakkar, founder and CEO ad tech company Frodoh World.



“Advertisers will have to focus on optimising ad creatives, formats, and placements for smaller screens and potentially shorter attention spans. We may see an increased emphasis on interactive, bite-sized, and location-based mobile advertising to capitalise on-the-go nature of mobile viewing, Thakkar said. 



This  World Cup, advertising is also being moved to the programmatic way of doing things and as a result experts foresee a lot of advertising rate flexibility coming in.



“Be it advertisers with smaller budget or the ones having big plans, there is a space for all in the inventory; and the pricing will be designed in such a way that it allows adoption across different client tiers. If we follow the law of supply and demand, as the demand rises the rates may tend to fall, and with brands of different scale showing interest in cricket world cup advertising, the demand is sure to grow. Also, interesting matches, with high scoring totals, will bring in many additional viewers to tune in from different devices adding on to a good supply of inventory. Hence a positive change in rate is anticipated,” said Maanesh Vasudeo, senior vice president, media operations at digital marketing firm LS Digital. 












ICC Men’s T20 World Cup 2024: Ad strategies shift as mobile takes center stage

Despite the disappointment of not winning the cup, the resilience of advertisers remained unwavering during the ICC Men’s Cricket World Cup 2023. The season exceeded expectations when it came to ad volumes and expenditure said experts.

“In terms of ad expenditure, the season proved to be a financial triumph, boasting a total spend ranging between Rs3200 crore to Rs3300 crore. The festive season, a commercial powerhouse in its own right, amassed Rs3700 crore, with the World Cup chipping in a significant 7 percent to 8 percent to this pool,” said a leading media buyer on condition of anonymity.

The climax of the series also witnessed a frenzied last-minute rush for ad slots, with premiums soaring to Rs30 lakh to Rs45 lakh per ten seconds.

“This surge in demand was naturally fuelled by the exceptional value placed on the team's journey to the finals. Advertisers bet their money on this journey and the attention it grabbed across markets,” the media buyer added.

As per sources, the finale emerged as a true spectacle, with the India-Australia match alone witnessing a remarkable 30 percent surge in ad spends. The semi final between India and New Zealand was a close second both in terms of spends and volumes.


Talking of ad volumes, as per exclusive numbers shared by TAM Sports, ICC Men’s Cricket World Cup 2023 witnessed an indexed growth of 17 percent from all matches in terms of average ad volumes per match compared to the 2019 season.


Ad Volumes in the data provided by TAM Sports, are for advertising across 16 channels for. The analysis is based on pure advertising excluding franchisees, promos, filler, film trailer and official broadcaster.


During the 48 matches of the season, the number  of categories grew from 75 plus to 105 plus. Number of advertisers touches 95 plus from 90 plus in 2019 and the number of brands also increased from 170 plus to 225 plus.


As per TAM data, the top advertising categories this year were e-commerce, perfumes, cars, soft drinks, pan masala. The common categories between this year and the 2019 edition were perfumes/deodorant, pan masala and ecom-wallets.


The leading advertisers for the 2023 World Cup were Vine Product, known for their popular body spray brand Fogg, followed by FX Mart, Mahindra & Mahindra, Coca Cola and Hindustan Unilever.


The count of new categories stood at 55 plus, with the top five new entrants being anywhere banking, paints, footwear, consumer durables/home appliances and banking services and products.


There were also about 25 categories that were present in the 2019 World Cup but were missing this year. They were ecom-education, ecom-auto products and services, ecom-other services, ecom-auto rental services and ecom-food/grocery.


Number of new brands was an encouraging 215 plus with the toppers being Bharat Petroleum Mak, Kamla Pasand Silver Coated Elaichi, Indusind Bank Indie App, Vi Cellular Phone services and Apple iPhone 15 Pro.


This was indeed a season of exceptions. Another leading media buyer with expertise in both television and digital said allocating 10-20 percent of yearly advertising budgets to high-impact events such as the ICC World Cup and IPL is a common practice for companies but for this World Cup played in home grounds, brands have gone above and beyond, dedicating as much as 30 percent of their annual funds to the tournament.



“The increased advertising expenditures can be attributed to the tournament’s ability to engage diverse target audiences, enhance both reach and frequency, and leverage various media platforms (TV, digital) and language feeds (Hindi, English & regional),” they said.


Speaking of language feeds, as per TAM Sports, brands of HUL were top exclusive on Hindi+English language sports channels and regional language sports channels.


Top Brands on Hindi+English channels were Lux Jasmine & Vitamin C+E, Cadburys Celebrations, Close Up Ever Fresh, Kent Mineral Ro and Frooti.


Top brands on regional channels on the other hand included, Boost, Indulekha Svetakutaja Dandruff Treatment Oil, Pepsodent Germi Check, Surf Excel Quick Wash and Amul Taaza Milk.


Among the 168 common brands between these two categories, those who topped the charts were, Phonepe, Fogg, Bharat Petroleum Mak, Puro Healthy Salt and Kamla Pasand Silver Coated Elaichi.


ICC Men’s Cricket World Cup 2023 nets Rs3300 crore in ad revenue, welcomes 215 new brands

Indian cricketer Virat Kohli went past Sachin Tendulkar to bring up his 50th ton in One Day Internationals (ODI) by scoring a century in the semi-final of the ICC Men's ODI World Cup 2023 against New Zealand at the Wankhede Stadium in Mumbai.

Tendulkar congratulated Kohli and recalled the first day when he met Kohli in the dressing room. He wrote, "The first time I met you in the Indian dressing room, you were pranked by other teammates into touching my feet. I couldn’t stop laughing that day. But soon, you touched my heart with your passion and skill. I am so happy that that young boy has grown into a ‘Virat’ player".

Writing on X, formerly known as Twitter, Tendulkar said, "I couldn’t be happier that an Indian broke my record. And to do it on the biggest stage - in the World Cup Semi-final - and at my home ground is the icing on the cake." 

But this is not the only record of Tendulkar's that Kohli broke. 

Kohli also holds the record for the most expensive bat sponsorship of all time. In 2017, he signed a Rs 100 crore bat sponsorship deal with tyre major MRF, which gives him over Rs 12.5 crore annually through the MRF deal.

Before Kohli, the title for the most expensive bat sponsorship in the world was held by Tendulkar whose annual payout from the sponsorship was Rs 8 crore.

Kohli's bat is worth around Rs 27,000, as per reports, and the MRF logo sticker on his bat earns him approx Rs 1 crore every month. 

The Board of Control for Cricket in India (BCCI) has strict guidelines for bat sponsorships. There are seven spots on the bat, on the front, back, bottom and edges, available to manufacturers and sponsors, as per reports. Out of these four are meant for the manufacturer’s identification and design and only one 10 square inch slot on the bat is for promoting the brand of the player’s sponsor and two spots are reserved for the players’ initials. 

Only BCCI approved Logo of a sponsor of a player to be carried on the player’s bat; provided that such Logo shall not be either:  A) of, or confusingly similar to, or likely to be perceived as suggesting a connection with: 1). an entity which operates in a product category of any one of the league central sponsors or any of the player’s Franchise Principal Sponsors, or 2). a Manufacturer, other than the Manufacturer of the bat that it is to be carried on; B) a Betting/ real money gaming/ gambling/ cryptocurrency/ tobacco logo, or a direct/surrogate brand promoting any entity having any kind of association or operating/functioning in the non-permissible categories mentioned above, or D) otherwise inappropriate as determined by BCCI in its sole discretion. As per regulations, BCCI shall have the final say in determining whether any such conflict or circumstances exist and no player may pursue any action against BCCI or against his franchise should he be precluded from displaying a Player’s Bat Logo by reason of the same.


Virat Kohli breaks Sachin Tendulkar's records on and off the cricket pitch

In the inaugural month of the ICC Men’s Cricket World Cup 2023, Team India’s stellar performance isn’t the only highlight. According to the latest TAM numbers covering 39 matches from October 5 to November 7, the advertising has witnessed a significant 19 percent growth in average ad volumes per match compared to the 2019 World Cup. The categories have expanded, with a significant increase in brands, bringing out evolving trends and preferences of the viewership and advertisers alike.


In 2023, the top advertising categories include perfumes/deodorant, ecom-wallets, cars, aerated soft drinks, and pan masala. Interestingly three out of the top five categories are common with the last edition. In 2019, perfumes/deodorant, pan masala, ecom-online shopping, ecom-wallets, and biscuits held the top positions.


Leading advertisers in 2023 are Vini Product, FX Mart, Mahindra & Mahindra, Coca Cola India, and Hindustan Unilever. In contrast, 2019 saw Vini Product, Amazon Online India, K P Pan Foods, Parle Biscuits, and Havells India dominating the charts.


As per TAM, the 2023 World Cup has introduced over 50 new advertising categories, while 27 categories present in 2019 are missing this season. 195 plus brands marked their debut with cricket World Cup advertising this season. Bharat Petroleum Mak, Indusind Bank Indie App, Kamla Pasand Silver Coated Elaichi, Emirates Airlines, and Vi Cellular Phone Service emerged as the top five newcomer advertisers topped the list.


Talking of new entrants, the top five new categories this season include banking, airlines, footwear, paints, and consumer durables/home appliances.




ICC Men’s Cricket World Cup 2023 sees 19 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.


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

While the India-Pakistan match may not have met the hype with just a marginal 1 percent increase in ad volume, the first 15 days of the ICC World Cup 2023 saw a significant surge. Indexed ad volumes per match saw 28 percent rise between October 5 and October 17, 2023, compared to the ICC World Cup 2019.

According to TAM, the number of categories grew from 60-plus in 2019 to an impressive 80-plus in 2023. Likewise, the count of advertisers surged from 65-plus to a robust 80-plus, reflecting a diverse and competitive market. The brand count has experienced substantial growth, increasing from 130-plus in 2019 to 170-plus in 2023.


Top categories dominating the ad space  in the first fortnight of World Cup 2023 include perfumes/deodorant, cars, ecom-gaming, aerated soft drink, and ecom-wallets. This marks a departure from the top categories of the 2019 World Cup, which featured perfumes/deodorant, pan masala, ecom-wallets, b biscuits, and ecom-education.

Leading the charge among advertisers in both 2019 and 2023 are prominent names such as Vini Product, Mahindra & Mahindra, Hindustan Unilever, Coca Cola India, and FX Mart. The constancy in top advertisers indicates their enduring presence and impact in the cricketing advertising space.

However, the 2023 World Cup has seen a substantial influx of new entrants. Over 40 new categories made their mark, with anywhere banking, two wheelers, consumer durables/home appliances, airlines, and footwear emerging as the top five. Additionally, 90-plus new brands entered the advertising arena, with standouts like Bharat Petroleum Mak, Fogg Oud Extreme, Mahindra XUV 700, My11circle, and Mahindra Electric SUVs leading the pack.

Comparing 2019 to 2023, 20 plus categories that featured in the ICC World Cup 2019 have not made an appearance in the ICC World Cup 2023, showcasing the fluidity and adaptability of the advertising industry.

The ICC World Cup 2023 is not only a battleground for just cricketing  but also a arena for advertisers, witnessing a surge in diversity, innovation, and brand presence that has reshaped the narrative of cricketing commercials.

 

ICC World Cup 2023 sees a 28 percent spike in ad growth compared to 2019

During the opening of the ICC World Cup 2023, for the first time in India, sports marketing agency Gameplan showcased 2View camera carpets as part of in-stadia advertising. This technology was developed and patented by Amayse, a company headquartered in Denmark.

 

The 2View cam carpet displays two different logos from two different camera angles on the same spot on the field. 

 
All the global partners of ICC will showcase their branding using this technology throughout this World Cup. Brands that have been leveraging this technology this year are MRF, Aramco, Mastercard, booking.com, and IndusInd Bank.


A 3D Pitch 2View carpet includes one carpet, two angles, and two logos the right way up designed for opposite cameras. This renders well across traditional TV, CTV, mobile phones, laptops, etc.


According to Jeet Banerjee, managing director, Gameplan Sports, the 2View carpets double the branding opportunities and make extra inventory available without sacrificing additional space or creating potential hazards for the players.


“Carpets on the ground usually belong to a title sponsor or a top-level sponsor. These marketers are entitled to these carpets for maximum visibility,” he adds.

 

Explaining the problem with one-view carpets, Banerjee says, “Say, MRF is the sponsor brand. All along, one side would catch the brand properly, while the other side would read MRF upside down. With this technology, now you can have two proper images on both sides. So, the other camera which would see it upside down earlier, will now see it the right way up.”

 

With this technology, brands can also advertise different images from different angles. “For example, Pepsi can have Pepsi cola on one side, and 7Up on the other,” says Banerjee.

 

As sponsorship costs are rising, sponsors want as much exposure as they can get. If a brand’s logo is viewed upside down from one side of the stadium, despite it being viewed correctly from the other side, its value decreases and the revenue potential is hampered.

 

 

2View camera carpets used for branding for the first time in India during World Cup

In the lead-up to the ICC Men's Cricket World Cup 2023, several Indian brands are strategically aligning their festive season campaigns with the cricketing calendar.

Names such as Luxor, Zomato, Porter, ITC, Foxtale, Sleepwell, Axis Bank, Senco Gold & Diamonds, Impresario Hospitality, Maruti Suzuki, and others have recently unveiled their new campaigns. Industry experts say these brands are capitalising on the viewership that cricket commands in India, leveraging the emotional connect and festive spirit associated with the World Cup.

“I can’t think of a better opportunity to tell the world about my brand,” said Rohit Malkani, Joint National Creative Director at L&K Saatchi & Saatchi.

“This is the biggest cricketing spectacle and it’s happening on home soil. There is some serious patriotism flying around. It’s only natural for advertisers to want a piece of the action, whether India reaches the final or not. You’re looking at 45 odd days of viewing and a captive audience to be won,” Malkani said.

Meanwhile, industry estimates project that brands are poised to invest approximately Rs 2,000  crore in advertising spots on streaming platforms. Television airtime has been sold at approximately Rs 30 lakh for a 10-second slot.

The expectation is maximum reach and engagement. 

Brands are also aligning their messaging with patriotic sentiments around cricket.


Top of Form

“Without a doubt, we are a passionate nation of cricket fans. This cricket season is unique in  that it is taking place during the festive season. We want consumers to associate our brand with efficient and reliable delivery services. Given that the term delivery holds importance in both cricket and logistics, the World Cup is the perfect opportunity for us to emphasise and reinforce our core promise of delivery of anything, anywhere, anytime,” said Mohit Rathi, Vice President, Customer Growth and Engagement, at logistics company Porter. 

Porter has also launched a World Cup campaign to be streamed on Disney+ Hotstar during India's games.

Advertisers, however,  are not just looking at Disney+ Hotstar for amplifying viewership.

“We are expecting advertisers to participate across various formats, including sponsorships, features, and shows this World Cup as it coincides with the festive season. There will be a surge in ad spends across digital platforms where there is any World Cup related content. It can be news, special commentaries, analysis or interviews,” said a media buyer. 

Indian brands leverage emotional connect of  cricket, align campaigns with World Cup

Global brands are spending generously in ICC men’s cricket World Cup 2023. The tournament, scheduled from October 5 to mid-November, is a prime opportunity for brands to connect with the cricket-enthusiastic population of 1.4 billion. While brands are eyeing the global viewership that World Cup guarantees, what brands are mostly after is the viewership that the India market offers.  

Inventory sales is driven by not just the event's widespread popularity but also because it is coinciding with the festival season.

Companies like Coca-Cola Co., Google Pay by Alphabet Inc., and Hindustan Unilever are among the prominent brands securing airtime during the World Cup. Additionally, official partners of the ICC include major names such as Saudi Aramco, Emirates, and Nissan Motor Co.

In a Bloomberg report, Madan Sabnavis, chief economist at Bank of Baroda said, “It’s the consumers in the world’s most populous nation who are the biggest prize, particularly for foreign brands.”
“Cricket has less fanfare globally as compared to other sports like soccer, but the kind of frenzy you witness in India around cricket is not present elsewhere,” he said.

Brands are likely to spend about Rs 20 billion in advertisement spots on streaming platforms during the tournament, estimates.
Anticipated to reach Rs 30 lakh for a 10-second slot, advertising rates for the World Cup are poised to surge further, close to the tournament. 
Disney Star, the exclusive TV broadcaster for the World Cup in India, announced a partnership with 26 sponsors, including Booking.com BV and liquor company Diageo Plc, as stated in a statement shared by the company on Wednesday. 



Global brands set to make a splash in ICC Men’s Cricket World Cup 2023

International Cricket Council (ICC) has new ambassadors. They are India’s top creators. ICC has collaborated with Meta to engage India's top 500 influencers for the Men's Cricket World Cup 2023. This initiative marks the largest creator campaign for any ICC tournament, as part of their digital content rights partnership. Over 500 creators will be engaged to enhance the digital experience of the tournament.

“Creators today are shaping culture and inspiring everyone around them with their creativity. At the ICC Men’s Cricket World Cup, we have handpicked 50 unique creators to deliver immersive and behind-the-scenes content to cricket fans globally, on our platforms – Instagram, Facebook, WhatsApp and Threads,” said a Meta statement. 

Then there will be the Super 50. Comprising 50 influencers, this group will provide personalized coverage of all 48 matches in the 50 overs tournament. They will delve into pre- and post-match insights, engage with commentators and ambassadors. 

Creators handpicked from various regions of India ensure that each match has a representative in attendance, offering coverage tailored to their city and language.

Apart from ‘Super 50’, where creators have exclusive access to various opportunities, there will be many other creators attending matches and sharing their experience with their audiences. 

“These experiences will bring a flavor of them attending matches, but also of their city and the fan following that exists in their city. This will be shared across their Reels, WhatsApp Channels, Instagram Broadcast Channels and Threads,” said a statement shared by Meta. 

“To give fans unprecedented access to matches, and give creators a chance to be discovered nationally, we’ve kicked off one of our largest creator campaigns for any sporting event to date. We’re glad to work with ICC on this, and to have their support in unlocking the many social and fan experiences on our platforms. At the scale of this campaign, we’re hoping this revolutionizes the way cricket fans engage with the sport,” said Paras Sharma, director and head of content and community partnerships, Meta, India.

The initiative aligns with ICC’s initiative of looking for ways to reach new fans.

“It has been great to work with Meta on this project, to find unique and creative ways to bring the sport we all love to even more people across the world. We can’t wait to see the unique perspectives these creators will bring to the ICC Men’s Cricket World Cup and help make it the greatest cricket event ever,” said Finn Bradshaw, ICC head of digital.


ICC CRICKET WORLD CUP