The ICC T20 World Cup 2021, which concluded in November, saw a 19% growth of television ad volumes per match in comparison to the ICC T20 World Cup 2016. The number of categories and the number of brands have seen a decline, as per a report released by TAM Sports, a division of TAM Media Research.
In both the years, the number of advertisers was stagnant with the figure being 57. Whereas, the ICC T20 World 2021 had only 48 categories of ad volumes which are comparatively less than 2016, which had 52 categories. However, as compared to 2016, 2021 saw 26 new categories.
Adding to it, there were only 84 brands this time which is a huge dip compared to 2016 as ICC had 106 brands. This year ICC T20 World 2021 had 45 matches, ten matches extra as compared to 2016. In those 45 matches, the top five advertisers accounted for 29% of the ad volumes. The top five advertisers this year were, BYJU’s, Reliance Retail, Coca Cola India, Havells India, and Netmeds Marketplace.
The top five categories in the ICC T20 World Cup 2021 contributed to 42% of the total ad volume, which is four per cent less than 2016, which had 50% of total ad volumes. While this year, the e-commerce wallets led the list of the top five categories, but in 2016 it was the smartphone brands.
PhonePe, CRED, and Google were the top advertisers in the e-commerce wallet segment, while Samsung and Apple led the list of top advertisers in the smartphone segment. Adding to it, Dream11 and My11Circle were the leaders in the e-commerce gaming category.
As per the report by TAM Sports, 78% of the advertisers opted for the 10-20 seconds ad slot, while 21% preferred an ad slot of more than 20 seconds. The remaining one per cent chose an ad slot of fewer than ten seconds.