ODI Cricket World Cup smashes advertising records

The ICC Men’s ODI Cricket World Cup 2023 has been one for the record books, with numerous landmarks achieved on and off the pitch in the India-hosted tournament.

In stark contrast to the 2019 edition in England, the current World Cup has seen remarkable growth in advertising metrics, according to a TAM report.

The average advertising volume in the first 23 matches of the 2023 tournament has surged by an impressive 24 percent on 2019.

One of the significant indicators of this growth is the proliferation of advertising categories. The 2023 competition boasts more than 85 categories, a substantial increase from the 65 featured in the 2019 edition. This represents a 29 percent expansion in categories between the two tournaments. The first 23 matches of the ICC Men’s Cricket World Cup 2023 featured advertisements from over 185 different brands.

Among the various categories, perfumes/deodorants has maintained its lead in 2023, with a commanding nine percent share of advertising. Following closely are categories like cars (7%), e-commerce wallets (6%), e-commerce gaming (6%), and aerated soft drinks (5%). The top five categories accounted for 33 percent of the total advertising volume in the first 23 matches of the World Cup.

Vini Product stands out as the leading advertiser in the current competition, securing a notable nine percent share of the advertising volume. Mahindra & Mahindra follows with a seven percent share, FX Mart with six percent, and Hindustan Unilever and Coca-Cola India both at five percent. Together, these advertisers make up almost a third of the total advertising volume in the ongoing World Cup. Notably, the only advertisers present in both the ICC World Cup 2019 and 2023 are Vini Product and FX Mart.

Comparing the first 23 matches of the ICC World Cup 2019 with the 2023 edition, the 2023 World Cup has seen over 165 brands and introduced more than 45 new categories in its advertising lineup. Among the 165-plus brands that have run advertisements, Bharat Petroleum MAK emerges as the most prominent, closely followed by Mahindra XUV 700.