Mumbai: The latest TAM Sports Commercial Advertising Report for the Asia Cup 2025 reveals a significant rise in advertising activity across broadcast channels, despite a decline in the number of participating advertisers and brands compared to the 2022 edition. The analysis, based on commercial ad duration during live match breaks, underscores evolving trends in sports sponsorship and ad consumption.
According to the report, the Overall Average Ad Volume per channel per match increased by 38%, with matches featuring India recording a 35% rise, and other matches registering a 41% growth. The Final match of the tournament witnessed the highest ad volume surge, reflecting heightened viewer engagement during crucial stages.
Interestingly, while advertiser and brand counts fell, the top-performing sectors and categories drove concentrated ad activity. The Food & Beverages sector led with a 27% share, followed closely by Auto (26%) and Services (15%). Within categories, Mouth Fresheners topped at 14%, with Cars (11%) and Two Wheelers (9%) also dominating. Vimal Elaichi emerged as the leading brand, capturing a 7% share, overtaking Dream11.com from 2022.
Shorter formats remain preferred, with 11–20 second ads dominating, though there was a noticeable increase in 20–40+ second ads this year.
The report indicates that while fewer brands are investing, those that do are opting for higher ad frequency and longer durations, signaling a strategic focus on viewer attention and impactful messaging. Over 80% of total ad volume was concentrated in the top five sectors, highlighting a trend of sectoral dominance in sports advertising.
This data underscores the evolving landscape of sports advertising in India, where strategic placement and content relevance are driving higher ad volumes, even amid a leaner advertiser base.
