The ad volumes per match during the ICC T20 World Cup 2024, which included 55 matches, grew by 38% compared to the ICC T20 World Cup 2022, which had 45 matches, as per the latest report by TAM Sports.
The amount of advertising during the final game of the tournament increased by 57% as compared to the ICC T20 World Cup 2022.
Ad volumes per match during Super 8 of ICC T20 World Cup 2024 saw a growth of 118% over Super 12 of ICC T20 World Cup 2022. India playing matches saw 90% more ad volumes compared to non-India playing matches in ICC T20 World Cup 2024.
The ICC T20 World Cup 2024 featured 77 categories, 88 advertisers, and 146 brands, a significant increase from the 46 categories, 50 advertisers, and 80 brands seen in the ICC T20 World Cup 2022, as per the report.
The number of categories, advertisers and brands increased by 67%, 76% and 83% respectively during ICC T20 World Cup 2024 over ICC T20 World Cup 2022.
According to the report, the top five categories contributed 57% and 42% share of ad volumes in T20 World Cup 2022 and T20 World Cup 2024 respectively. Sporta Technologies was the only common advertiser among the top five advertisers of both T20 World Cups.
Biscuits topped with 14% share of ad volumes during ICC T20 World Cup 2024 followed by perfumes/deodorant with 7% share.
Top five advertisers had 51% and 39% share of ad volumes in ICC T20 World Cup 2022 and 2024 respectively. The top five brands contributed 37% and 27% share of ad volumes during ICC T20 World Cup 2022 and ICC T20 World Cup 2024 respectively.
Dream11.com was the only common brand among the top five during ICC T20 World Cup 2022 and 2024. 15-20 second ads were utilised the most during commercial breaks, followed by less than 10 second ads, as per report.
