New Delhi: The recently concluded ICC T20 World Cup wasn’t just a battle on the field, it was a fierce competition off it as well – in the advertising world. A new report by TAM Sports reveals a significant increase in ad volumes, particularly during matches featuring the Indian cricket team.
India Steals the Ad Show
According to the report, matches with Team India in action saw a whopping 90% more advertisements compared to those without them. This highlights the immense popularity of cricket in India and the massive viewership it attracts, making it a prime target for brands.
A Banner Year for Advertising
The ICC T20 World Cup 2024 wasn’t just about India’s dominance on the field; it also witnessed a surge in overall advertising activity. Compared to the 2022 edition, the 2024 World Cup saw a significant increase:
- 38% Increase in Ad Volumes: This indicates a growing interest from brands to capitalize on the massive audience the tournament attracts.
- 57% Increase in Ads During the Final: The high-stakes final match unsurprisingly saw a significant jump in commercial breaks.
- More Diverse Ad Landscape: The number of categories, advertisers, and brands participating all saw a rise, with increases of 67%, 76%, and 83% respectively, compared to the 2022 World Cup.
Shifting Trends in Advertising
While the overall ad volume increased, the report also reveals a change in the top advertised categories. Perfumes/Deodorants remained a constant presence in the top 5, but biscuits emerged as the new leader, taking a 14% share of ad volumes. This could indicate a shift in marketing strategies, with brands targeting a wider audience during the cricket season.
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Dream11 Maintains Brand Recognition
While the top brands saw some change, Dream11.com remained the sole common brand in the top 5 for both the 2022 and 2024 World Cups. However, the overall dominance of the top 5 advertisers decreased, with their share of ad volumes dropping from 51% to 39%. This suggests a more spread-out advertising landscape with a wider range of brands vying for attention.
Shorter & Snappier Ads Take Center Stage
The report also sheds light on the preferred ad format during the World Cup. Shorter commercials reigned supreme, with 15-20 second ads being the most utilized, followed closely by those under 10 seconds. This aligns with the fast-paced nature of T20 cricket and the need to capture viewers’ attention quickly during commercial breaks.
The ICC T20 World Cup 2024 not only saw a thrilling display of cricket but also a vibrant advertising battleground. With India leading the ad charge and a more diverse landscape emerging, the future of cricket commercials seems set for exciting growth and innovation.
