According to TAM Sports Report on ICC T20 World Cup 2022 Advertising, the amount of advertising during the final game of the tournament decreased by 57pc as compared to the ICC T20 WC 2021. Ad Volumes per match also saw a drop of 57pc over the previous year.
Number of Categories, Advertisers and Brands decreased during ICC T20 WC’22 over ICC T20 WC’21.
In the Top five categories, Ecom-Gaming topped with 20pc share of ad volumes during ICC T20 WC 2022 followed by Aerated Soft Drink with 14pc share. The Top five categories contributed 42pc and 56pc share of Ad Volumes in T20 WC’21 and T20 WC’22 respectively. Between the two T20 World Cups, Ecom-Gaming category was common among Top 5.
Among the Top 5 Advertisers, Sporta Technologies topped in ICC T20 WC-22 with 15pc share of ad volumes closely followed by Coca Cola India with almost same share. Top five advertisers had 30pc and 51pc share of ad volumes in ICC T20 WC-21 and 22 respectively. Coca Cola India was the only common advertiser among Top five advertisers of both T20 World Cups.
Ecom-Gaming and Cellular Phones-Smart Phones had 3 advertisers each among top five categories in ICC T20 WC-22.
Among the Top five Brands, Dream11.com topped in ICC T20 WC-22 with 15pc share of ad volumes followed by Polycab Green Wires with 7pc share. Top five brands contributed 23pc and 37pc share of ad volumes during ICC T20 WC 2021 and ICC T20 WC 2022 respectively. Dream11.com was only common brand among the Top five during both T20 World Cups.
23 new categories appeared during ICC T20 WC’2022 over its previous edition. Among the new categories, Corporate-Petroleum Products topped the list followed by Laptops/Notebooks.
15-20 seconds ads were utilized the most during commercial breaks, followed by >20 seconds ads.