11 amazing stats about television ad spend volumes from the TAM report during the Men’s Cricket World Cup

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As far as the overall India performance is concerned their successful run to the final and other exciting matches managed to create a record 518 million viewers from India to watch matches during the 48-day event on TV. I’m sure you all have been overloaded with the insane viewership stats so I won’t bore you with that. Instead, I will update you on something more interesting and that is how brands performed on advertising investments made during the event. 

So, here are 11 mind-boggling stats about ad spend volumes from the TAM report:

  1. There were 55+ new categories (25 during WC 2019) and 215+ new brands this year (175 during WC 2019) with 165 brands advertising on both Regional and Hindi+English sports channels during the tournament.
  2. The top 4 advertising categories were e-commerce wallets, two-wheelers (Motorbikes, scooters etc.), Perfumes/Deodarants, and Pan Masala.
  3. Ad volumes of Ecom-Wallets grew by 75% compared to the 2019 Men’s World Cup, but among the top 5 categories, two-wheelers witnessed 42 times more ad volume growth this time.
  4. Categories like Perfumes/Deodorant, Pan Masala and e-commerce wallets were the only common categories among the top 5 during all the matches of WC ’23. They were collectively adding 32% share of ad volumes.
  5. In terms of brands, Coca-Cola is a heavy spender on ads during the Cricket World Cup every time and this year the Ad Volumes of Coca-Cola India (5% share) grew by 2.7 times in ICC WC ’23 over ICC WC ’19. This was possibly because of the timing of the event coinciding with Diwali.

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  1. Also, in the top five advertisers were Mahindra & Mahindra with a 7% share and Hindustan Unilever with 5% share in ad volumes.
  2. The series’ climax also witnessed a frantic last-minute rush for ad slots, with premiums soaring to Rs30 lakh to Rs45 lakh per ten seconds.
  3. Top Brands on Hindi+English channels were Lux Jasmine & Vitamin C+E, Cadburys Celebrations, Close Up Ever Fresh, Kent Mineral Ro and Frooti. On the other hand, top brands on regional channels included Boost, Indulekha Svetakutaja Dandruff Treatment Oil, Pepsodent Germi Check, Surf Excel Quick Wash and Amul Taaza Milk.
  4. Among the 168 common brands between these two categories, those who topped the charts were, Phonepe, Fogg, Bharat Petroleum Mak, Puro Healthy Salt and Kamla Pasand Silver Coated Elaichi.
  5. Categories, advertisers and brands were up by 42%, 3% and 34%, respectively, during the 48 matches of ICC WC ’23, compared to all the matches of WC ’19.
  6. Ad Volumes in the data provided by TAM Sports are for advertising across 16 channels. The analysis is based on pure advertising excluding franchisees, promos, filler, film trailers and official broadcaster ads.

To conclude this report, it has been reported that overall the Cricket Men’s World Cup season recorded a total ad spend from brands ranging between Rs3200 crore to Rs3300 crore. 

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Nilesh Deshmukh
I am passionate about sports and passionate about marketing. As a sports marketer, I have built significant expertise in successfully delivering medium to long term digital marketing strategy for global sports entities and brands like Arsenal FC, Manchester United FC, Chelsea FC, Major League Baseball, Formula E, and AELTC, etc to engage with their fans in India. I am currently based in London and lead India business at Engage Digital Partners.