Ad Volumes per match during ICC T20 WC 2021 witnessed a growth of 19 percent compared to ICC T20 WC 2016. The final match’s advertising volumes in the 2021 T20 World Cup when compared to 2016’s final match increased by 16 percent. At the same time, the number of advertisers stayed the same during both the T20 World Cups, as per TAM Sports-ICC T20 WC Advertising Report.
Categories from Ecom Sector dominated the list of Top 5 categories during ICC T20 WC 2021. The smartphone category was common in the list of Top 5 category list among the two T20 World Cups. In the 2016 World Cup, the smartphone category dominated the category with a 15 percent share of ad volumes. In 2021, the smartphone category stood at the third spot with 7 percent contribution of ad volumes. The Top 5 categories contributed 50% and 42% share of ad Volumes in T20 WC ’16 and T20 WC’21 respectively.
Thinks & Learn Topped in terms of advertising with 9% share of Ad Volumes during ICC T20 WC ’21 followed by Reliance Retail with a 6 percent share of ad volumes. In the 2016 World Cup, it was Nissan Motors with 8 percent ad volumes contribution followed by OPPO India with 7 percent ad volumes. In the 45 matches of the ICC T20 WC 2021, the top five advertisers accounted for 29 percent of ad volumes.
The Leading Advertisers under Top 5 Categories – ICC T20 WC 2021
The leading advertisers under Ecom-Wallets included FX Mart (PhonePe), Dreamplug Technologies (CRED), and Google. Under the Ecom-Education category, Think & Learn, Great Lakes E-Learning (Great Learning), and Whitehat Education were the top advertisers. In the Cellular Phones-Smart Phones category- Samsung India, Apple Computer, and Reliance Jio were the leading advertisers.
Byjus Classes was the top advertised brand during ICC T20 WC 2021 followed by Netmeds.com, and Skoda Kushaq. The top 5 brands contributed a 23% share of ad volumes during 45 matches of ICC T20 WC 2021. In the 2016 World cup, Nissan Car was the top advertiser followed by Flipkart.com, and Oppo F1.
26 new categories appeared during 45 Matches of ICC T20 WC ‘2021 over its previous edition. Among the new categories, Ecom-Education topped the list followed by Ecom-Gaming. 10-20 seconds ads were utilized the most during commercial breaks, followed by less than 20 seconds ads.
