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Brands witness growth in ad awareness during ICC T20 World Cup

There were also brands that couldn’t perform with the tournament going forward.

The ongoing edition of the ICC T20 World cup will come to an end on November 14th, where Australia and New Zealand will play in the finals. YouGov BrandIndex data has revealed that the brands and advertisers have witnessed growth due to the ongoing international T20 event. Oppo, the official global partner of the ICC Men’s T20 World Cup has registered an increase in its ad awareness from 24.5 to 25.3.

#LightUpTheGame was the campaign that was launched by the sponsor which gave viewers an opportunity to stand a chance to win tickets, click a photo with the World Cup trophy and showcase their personalised video on the oppo screen in the stadium.

Booking.com, which is the official accommodation booking partner for the World Cup showed an increment in its ad awareness by 1.2 points from 13.6 on 17th October to 14.8 on 4th November 2021. Their campaign was cashed heavily on the India-Pakistan game, where they invited fans to watch the most anticipated match of the World Cup at the T20 pavilion.

There were also brands that couldn’t score a profit with the tournament going forward. Brands like Nissan, which is the official partner at the T20 World Cup, initially recorded an increase of 0.7 points in the very first week of the tournament but failed to grow later and thereafter declined to 11.9 points in the super 12 stage.

Coca-Cola, which is known to sponsor sports events across the globe, too at the start had some progress in its ad awareness but then failed to maintain it. Coca-Cola observed a decline of 1.5 points towards the end of Super 12 from 22.8 to 21.3 between Oct 17th- Nov 4th, 2021.

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