Ad volumes per match during ICC T20 WC 2024 up 38% over ICC T20 WC 2022

Ad volumes per match during ICC T20 WC 2024 saw a growth of 38% over ICC T20 WC 2022, as per TAM Sports’ analysis of commercial advertising based on ad volumes across all channels which telecast ICC T20 WC 2010, ICC T20 WC 2022, and ICC T20 WC 2024. The amount of advertising during the final game of ICC T20 WC 2024 increased by 57% as compared to the ICC T20 WC 2022.

Ad volumes per match during Super 8 of ICC T20 WC 2024 saw a growth of 118% over Super 12 of ICC T20 WC 2022. India playing matches saw 90% more ad volumes compared to non-India playing matches in ICC T20 WC 2024.

The number of Categories, Advertisers and Brands increased by 67%, 76% and 83%, respectively, during ICC T20 WC’24 over ICC T20 WC’22.

Between the two T20 World Cups, Perfumes/ Deodorant Category was common among the Top 5. Biscuits topped with 14% share of the ad volumes during ICC T20 WC 2024, followed by Perfumes/ Deodorant with 7% share. The Top 5 Categories contributed 57% and 42% share of the ad volumes in T20 WC’22 and T20 WC’24, respectively.

Sporta Technologies was the only common Advertiser among the Top 5 advertisers of both T20 World Cups. Parle Biscuits topped in ICC T20 WC’24 with 14% share of the ad volumes, closely followed by Vishnu Packaging with 7% share. The Top 5 Advertisers had 51% and 39% share of ad volumes in ICC T20 WC’22 and T20 WC’24, respectively.

Dream11.com was the only common Brand among the Top 5 during ICC T20 WC 2022 and 2024. The Top 5 brands contributed 37% and 27% share of the ad volumes during ICC T20 WC 2022 and ICC T20 WC 2024, respectively.

15-20 seconds ads were utilized the most during commercial breaks, followed by less than 10 seconds ads.

Also Read: Average ad volumes per match up 17% in ICC World Cup'23: TAM Sports