India-Pakistan match drives Asia Cup 2023 ad volume growth, Akshay Kumar most visible

Asia Cup 2023 leads in ad volume growth versus the 2018 edition

The recently concluded Asia Cup scored big in terms of viewership as well as advertising. Ad volume grew by 31 percent during the Asia Cup 2023 as compared to the 2018 edition, according to data compiled TAM Sports, a division of TAM Media Research, an audience measurement analysis firm.

The match between India versus Pakistan on September 11 recorded highest share of ad volumes at 18 percent. Ad volume share of other Asia Cup 2023 matches including the final were in the range of 6-10 percent.

There were over 70 categories that advertised this year during the Asia Cup as compared to over 40 in 2018. The top five categories together contributed 43 percent to overall advertising during 2023 Asia Cup. Perfumes and deodorants had highest share at 16 percent followed by paints at 9 percent. There were more than 30 exclusive categories this year versus the previous two Asia Cups.

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The food and beverage sector climbed a rank and became the top sector  in terms of ad volumes during the 2023 ODI (One-Day International) tournament.

While Google was the top advertiser during the 2018 edition of the Asia Cup, Vini Product, a personal care brand took the lead with an 11 percent share in ad volumes.

Asia Cup 2023 leads in the tally of categories, advertisers and brands, TAM Sports said.

Ad volumes of celebrity endorsed ads grew by 51 percent in Asia Cup 2023 over Asia Cup 2018. This segment's ad volumes had decreased by 6 percent in Asia Cup 2022 that featured the T20 format.

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Film actors have done the highest brand endorsements in the celebrity segment since the 2018 edition, followed by sports celebrities.

However, share of film actors dropped in the 2023 edition to 59 percent from 64 percent in 2018. Sportspersons share in celebrity endorsement also dropped to 27 percent from 30 percent in 2018. On the other hand, share of film actress increased to 14 percent from 7 percent and even TV actresses' share increased marginally.

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Akshay Kumar topped among overall celebrities and Jasprit Bumrah was leading among sports celebrities during Asia Cup 2023.

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In the overall list of celebrities, Akshay Kumar had a 10 percent share in ad volumes, followed by Shahrukh Khan and Ajay Devgn at 9 percent. Tiger Shroff at 7 percent and Jasprit Bumrah at 6 percent made it to the top five list.