Ad volumes per match during ICC T20 World Cup dropped 47% YoY: report

The ad volumes per match during the ICC T20 World Cup 2022 dropped by 47%, as compared to the 2021 edition of the tournament. The number of ads during the final match decreased by 57%, reveals TAM Sports report. The number of categories, advertisers and brands also decreased, as compared to last year.

Ecom-gaming topped, with 20% share of ad volumes during the tournament, followed by aerated soft drink (14%). The top five categories contributed 42% (2021) and 56% (2022) share of ad volumes during the tournament.

Sporta Technologies topped, with 15% share of ad volumes, followed closely by Coca-Cola India, with almost the same share. The top 10 advertisers had 30% (2021) and 51% (2022) share of ad volumes during the tournament.

Ecom-gaming and smartphones had three advertisers each among the top five categories - Sporta Technologies (Dream11), Head Digital Works and Playgames 24x7 in the former, and Apple, Oppo and Vivo in the latter. 

The top five brands contributed 23% and 37% share of ad volumes during 2021 and 2022 editions of the tournament, respectively. 23 new categories appeared during the 2022 edition, as compared to 2021. Among the new categories, corporate-petroleum products topped the list, followed by laptops/notebooks. 

15-20-second ads were utilised the most during commercial breaks, followed by over 20-second ads.