The recently finished ICC Men’s T20 World Cup 2024 showed 90% higher ad volumes during India’s matches than during non-Indian matchups, as per TAM Sports‘ last T20 World Cup TV advertising update.
Contrasting the event’s final game to the ICC Men’s T20 World Cup 2022, there was a 57% rise in advertising. Compared to the previous T20 WC, the number of categories, sponsors, and brands climbed by 67%, 76%, and 83%, respectively, during the 2024 tournament.
Among the top five, one category was the same in both World Cups, i.e., deodorant and perfumes. During the recently concluded WC, biscuits had the highest percentage of ad volumes (14%), closely followed by perfumes and deodorants (7%).
In the T20 World Cup 2022 and T20 World Cup 2024, the top five categories accounted for 57% and 42% of the ad volumes, respectively. With a 14% share of ad volumes, Parle Biscuits led the T20 WC 2024, promptly followed by Vishnu Packaging with 7%. When comparing World Cup 2022 and 2024 ad volumes, the top five sponsors constituted 51% and 39%, respectively.
During the ICC T20 World Cup 2022 and 2024, Dream11 was the only brand that appeared in the top five. During the ICC T20 World Cup 2022 and 2024, the top five sponsors contributed 37% and 27% of total ad volume, respectively.
During commercial breaks, 15-20 second advertising were most commonly used, followed by ads lasting less than 10 seconds.