The ICC Test Championship Final is not just a battle for the crown of cricket’s purest format — it’s also a battleground for brand visibility. TAM Sports’ latest advertising report highlights the dramatic contrasts between the 2023 and 2025 finals, underlining how team participation, particularly India’s, plays a defining role in shaping advertiser sentiment and media spends.
2023: India vs. Australia – A Ratings and Revenue High
In 2023, the showdown between cricketing giants India and Australia turned out to be a bonanza for advertisers. The indexed ad volume per channel hit a high of 107, marking a 7% increase over the 2021 final between India and New Zealand. The top five advertisers — including Maruti Suzuki India, Hero Motocorp, and Amazon — accounted for 28% of all ad volumes, while the top five categories such as Perfumes/Deodorants, Cars, and Cement made up nearly 40% of total advertising.
The numbers reflect a broad-based advertiser interest, driven by high emotional engagement, a fiercely loyal Indian fan base, and an electrifying India-Australia rivalry. Automotive and FMCG brands dominated the space, with categories like Two Wheelers and Aerated Drinks also featuring prominently.
2025: South Africa vs. Australia – A Steep Decline
In stark contrast, the 2025 final saw a 73% decline in indexed ad volumes compared to 2021, with the index crashing to just 27. With India absent from the final, the advertising enthusiasm plummeted. The number of advertising categories dropped by 70%, advertisers fell by 71%, and brands nosedived by 80% compared to 2023.
Yet, amid the downturn, there were some standouts. Star India (Jio Hotstar) led the advertiser list with a commanding 21% share, while Glaxo Smithkline, Apple, and Billion Bansgarae Ventures followed. The top five advertisers together contributed over 65% of total ad volumes, indicating a highly concentrated spend in an otherwise lean environment.
In terms of categories, E-commerce Media/Entertainment/Social Media topped the chart with a massive 23% share, followed by Energy Drinks, Ecom-Financial Services, and Laptops/Notebooks — all service-oriented sectors, reflecting a shift from traditional goods to digital-first and education-related brands.
Key Takeaways
India’s Participation = Advertising Surge: The presence of the Indian team remains the single most significant driver of ad volume growth in cricket. The 2023 final benefitted from India’s massive viewership base, which was notably absent in 2025.
Sectoral Shift: While 2023 was dominated by traditional sectors like auto and FMCG, 2025 saw services and digital-first brands take the lead — perhaps a sign of evolving media consumption patterns.
Ad Spend Concentration: The advertiser ecosystem in 2025 became more top-heavy, with fewer brands contributing a majority of the spend — a sharp contrast to the broader participation seen in 2023.
The Broader Implication
The report is a stark reminder of how content relevance — particularly team participation — drives commercial success in sports broadcasting. For brands and broadcasters alike, India’s involvement is not just desirable — it’s essential. The Test format may be evolving, but one thing is clear: when India plays, advertisers pay.
