ICC World Cup 2023: Ad volume up 28% versus 2019 edition with 150 new brands

In the first 15 matches of the ongoing ICC Men's Cricket World Cup 2023, there was a 28 percent growth in advertising volume versus the 2019 edition, according to analysis by TAM Sports, a division of audience measurement analysis firm TAM Media Research.

Count of categories, advertisers and brands grew by 30 percent, 14 percent and 32 percent respectively this year as compared to the ICC World Cup 2019 during the first 15 matches. Number of categories grew from over 60 in the 2019 edition to more than 80 during the 2023 World Cup. Number of advertisers grew from over 65 to more than 80, and brands increased from over 130 in 2019 to more than 170 this year.

More than 40 new categories and over 150 new brands advertised in the first 15 matches of the ICC World Cup 2023 as compared to same number of matches in the 2019 edition.

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Anywhere banking, two wheelers were the new categories that advertised this year during the cricket World Cup. On the other hand, categories like education technology, lighting products which featured during the 2019 World Cup were not present this time.

While overall ad volume growth in the first 15 matches are in double-digits, one of the most premium match when India won against Pakistan on October 14 recorded only 1 percent ad volume increase versus the 2019 edition.

During the Asia Cup 2023 which ended in September, India versus Pakistan face-off on September 11 had 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.

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The tournament had recorded an ad volume growth of 31 percent as compared to the 2018 edition of the Asia Cup.

Ad volumes of celebrity endorsed ads grew by 51 percent in Asia Cup 2023 over Asia Cup 2018 as the tournament saw highest number of brand endorsements by film actors in the celebrity segment.

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