The ICC Men’s Cricket World Cup 2023 has witnessed indexed growth of 19% from the first 39 matches in terms of average ad volumes per match compared to the 2019 edition of the tournament.
According to the TAM Sports-Advertising Update of ICC Cricket WC 2023 report, during this edition of the tournament, the count of advertising categories grew by 32% with more than 85 categories having advertised so far.
There was a growth of 30% in the brands that advertised this time compared to the 2019 World Cup.
While over 220 brands came on board in 2023, the number was 170 in the last edition during the first 39 matches, the report said.
In ICC World Cup ‘23, Perfumes/Deodorant was the leading category with an 8% share of ad volumes. Ecom-Wallets gained two spaces from fourth position and 6% share in 2019 to second rank and 8% share in the 2023 edition of the World Cup.
Pan Masala, which ranked second in the 2019 edition, dropped to 5th position this time.
Perfumes/Deodorant, Ecom-Wallets and Pan Masala were the only common categories between ICC World Cup '23 and ICC World Cup '19 in the first 39 matches.
Also, the top 5 categories together covered 32% share of ad volumes during the first 39 matches of ICC World Cup '23.
Among the top five advertisers, Vini Product was the only common one between ICC World Cup ‘23 and ICC World Cup '19. The top five advertisers collectively added a 32% share of ad volumes during ICC World Cup ‘23.
This cricket season saw over 50 new categories and more than 195 new brands compared to the last time.
Among the 195+ new brands, 'Bharat Petroleum MAK' was the leading brand followed by ‘Indusind Bank Indie App’.