Evolution of ICC Cricket World Cup: Media trends and brand impact in India

The ICC Cricket World Cup holds a special place in the hearts of millions of cricket enthusiasts in India, and over the past two decades, the media consumption trends and viewership patterns surrounding this premier cricket event have undergone significant transformations. As technology has advanced and media landscapes have evolved, so too has the way Indian audiences engage with and consume content related to the Cricket World Cup.

In the early 2000s, television was the primary medium for cricket viewing in India. The nation would come to a virtual standstill during key matches, with families gathering around television sets to watch the live broadcast. This era witnessed iconic moments, such as India’s triumph in the 2003 World Cup, which further fueled the cricket frenzy across the country.

The subsequent years saw a substantial shift towards digital platforms. The proliferation of smartphones and the advent of high-speed Internet brought about a revolution in media consumption habits. Streaming services and mobile apps became increasingly popular, offering cricket fans the flexibility to watch matches on the go. Social media platforms also played a pivotal role, providing a space for real-time updates, discussions, and the sharing of memorable moments.

The emergence of OTT platforms has further diversified the viewing experience. Cricket buffs now have the option to consume content through on-demand services, enabling them to tailor their viewing schedules according to their preferences. This shift has not only increased accessibility but also opened up avenues for exclusive and behind-the-scenes content, enhancing the overall fan experience.

Additionally, the rise of fantasy sports platforms has introduced a new dimension to cricket consumption. Fans actively participate in fantasy leagues, creating their own teams and engaging in real-time interactions during matches. This gamification of the viewing experience has contributed to sustained interest and involvement throughout the tournament.

Social viewing has gained prominence, with watch parties and live commentary becoming integral to the fan experience. The integration of augmented reality (AR) and virtual reality (VR) technologies has allowed fans to immerse themselves in the game like never before, providing a more interactive and engaging viewing experience.

India is the largest market for cricket audiences in terms of consumption and intensity, observes LV Krishnan, CEO, TAM Media Research. According to him, for an event like ICC CWC, that is spread across six weeks, the coverage via media platforms brings almost 60% of the Indian population to viewing it. Hence, he adds, when we start segmenting the large mass of audiences consuming the event, new insights emerge that help multiple beneficiaries in taking strategic decisions.

“To just broadly mention couple of key behaviour changes observed: a) The core of cricket audiences are exhibiting higher frequency of matches consumed; b) Consumption time has shot up with ability to watch the games across multiple platforms (TV, mobile, CTV); c) shorter sessions of viewing, but more sessions of viewing showing audience accumulation during key moments of the game. Some of the behaviours above exhibit how consumption of shorter video on digital devices is influencing events like the CWC on broadcast and streaming platforms,” he says.

The World Cup’s appeal is greatly influenced by its cultural relevance, says Vejay Anand, CEO, Ironhill India, and branding expert. “Cricket holds immense cultural significance in many countries, particularly the Indian subcontinent. The tournament becomes a focal point for passionate fans, and brands that associate themselves with this cricketing extravaganza can tap into people’s emotional and cultural connections with the sport. One of the tournament’s distinguishing features is its multi-format nature. The ICC Cricket World Cup offers a variety of formats, including One Day Internationals (ODIs) and T20 matches. This diversity accommodates a wide range of cricket enthusiasts, from those who appreciate the strategic nuances of ODI play to those who relish the fast-paced T20 format,” says Anand.

According to him, the extended duration of cricket tournaments, which can span over several weeks, is an excellent opportunity for brands to sustain their marketing campaigns for a long time. This allows them to build and reinforce brand associations with the event.

“The high level of viewer engagement during major tournaments like the World Cup is crucial. When the audience is engaged, they are more likely to notice and remember brand sponsorships and advertisements. This further boosts the tournament’s attractiveness to brands. Innovation and technology are integrated into the World Cup experience, with real-time statistics, player tracking, and high-definition broadcasts enhancing the spectacle. Brands can leverage these technological advancements to craft engaging and interactive marketing campaigns, contributing to their appeal,” he adds.

Audience behaviour

The ICC Cricket World Cup has drawn a massive global audience, with billions of viewers tuning in for each match. While television remained a primary medium, streaming services like Disney+ Hotstar and ESPN+ have gained popularity, providing flexibility for viewers. Social media engagement surged during the tournament, with platforms such as Twitter and Instagram hosting discussions, trends, and reactions using dedicated hashtags. Second-screen usage has been common, with fans actively participating in real-time discussions, fantasy cricket leagues, and accessing additional statistics.

Sponsors leveraged the event for brand visibility through promotions and advertising. Post-match discussions, analyses, and opinions continue online, shaping the ongoing narrative of the tournament. The specifics of audience behavior vary yearly, influenced by factors such as participating teams and evolving digital media trends.

With CWC content available on multiple screens, audiences have also picked and selected their platforms of viewing according to ease and their preferences, observes LV Krishnan. Thus, he adds, “CWC’s simultaneous telecast and streaming has allowed audiences to stay connected with the game, "if not continuously but certainly during key moments.”

According to him, this has led to an all-time high of peak concurrent viewer numbers for various matches on broadcast and streaming platforms. Also, this shift in availability of more telecast platform options has been quite transformative, to the extent that the audience watching live cricket now follows almost a ratio of 70:30 during peak viewing zones (grown from a ratio of 85:15, 4 years back), with television scoring a majority, but a significant portion on OTT platform too.

“Social media data is certainly indicating that more the number of key moments in a match, the interactions on Social Platforms soar to an even higher level. All these trends indicate that all media screens and social platforms are connected by audiences flowing into one another and for brand marketers, presence across screens and platforms becomes vital to maximise reach and share of voice, that finally impacts brand metrics like share of mind and market share,” he adds.

In the digital age, says Vejay Anand, brands actively engage on social media platforms, capitalising on the buzz surrounding World Cup matches. They create interactive content, run contests, and collaborate with cricket influencers to maximise their online presence. The use of cricket-related hashtags and trends helps them join the ongoing conversation.

“For brands with the means, in-stadium advertising is an effective strategy. Placing ads in prominent locations within the stadium ensures visibility to the live audience and television viewers. Player and team associations are another avenue. Some brands enter partnerships with cricketing celebrities or iconic teams participating in the World Cup. These associations allow them to leverage these players and teams’ star power and fan base. Given the merger of the World Cup with the festive season, brands often incorporate cultural and positive elements into their campaigns. The themes, colours, and symbols associated with the festival resonate with fans' emotional and cultural connections with the event,” he adds.

Brand communication

How did the ICC Cricket World Cup impact brand communication and advertising strategies in India?

In the present day, says observes LV Krishnan, there are very few mega big ticket events/ shows that occur during a year that is spread across multiple weeks as well as draws a large set of audiences to screens.

Krishnan further elaborates, “As and when such opportunity provides, advertisers use it to pump up their Brand’s communication. ICC CWC provides such an opportunity. TAM monitors advertising not just on the TV screen, but also across key cohorts viewing the Live Streaming on Mobile & CTV. We are seeing a significant jump in the number of brands using the screens to communicate their proposition to massive sets of audiences. Analytics on the data is revealing 3 key strategies used by brands:

• Continuous Presence - Brands sustaining through the entire event, across matches and advocating their message to all segments of audiences
• Narrow casting - Brands focus is primarily to maximize audiences during peaking viewing games (like presence only in the India matches) or targeting a segment of audiences geographically or demographically though digital screens
• Multiple Messaging - Inheriting the duration of event, cyclically changing the theme of communication with varied multiple messaging targeting multiple Cohorts across geographies.”

“While working with advertisers on CWC, we are able to track their brand’s communication across the three screens along with their key competitive brand. This enables us to advise them on areas like share of voice, measure communication impact on brand metrics as well as share competitive brand’s hyper local language creative content themes in varied screens. Separately, through the TAM Sports division, we also offer comprehensive reports for both During the Event and Post Event Analysis, tailored to specific brands that sponsor on-ground activities or engage in commercial and on-screen advertising. These analyses encompass all three screens, including Linear TV, CTV, and Mobile OTT, and can also encompass Print, Radio, and Digital media as part of the ROI assessment. Additionally, we extend our services to encompass on-ground fan research when necessary. Our in-depth post-match analysis covers various aspects, such as brand analysis within a given category, across different platforms, and in comparison to competitors. It includes detailed statistics, such as a brand's visibility and impact during on-ground activations compared to pure commercial campaigns,” he adds.

According to Vejay Anand, brands use data analytics to segment their audience and deliver personalised content and promotions. This tailored approach ensures that fans receive relevant and engaging messages, enhancing their connection with the brand.

“Emerging technologies, such as augmented reality (AR) and virtual reality (VR), are gaining traction. Brands are creating immersive experiences that allow fans to interact virtually with cricket-related content. This innovation captivates fans and positions brands as forward-thinking and technologically savvy. E-commerce integration is essential. Brands recognise that many fans want to purchase cricket-related merchandise, and they’re making it accessible by integrating e-commerce into their digital platforms. This increases convenience for fans and serves as an additional revenue stream for brands. Very subtly, the increasing importance of digital and social media has prompted brands to rethink their marketing strategies when engaging with cricket fans and viewers. By actively participating in social media conversations, providing live streaming and exclusive content, collaborating with influencers, encouraging user-generated content, personalizing messages, leveraging emerging technologies, and integrating e-commerce, brands can establish a solid digital presence and foster meaningful connections with cricket enthusiasts in the digital age,” says Anand.

Earned media

It is important to analyse the role of earned media in the promotion and coverage of the ICC Cricket World Cup.

An event like ICC CWC brings along a host of prominent sports personalities on-field and off-field, says LV Krishnan. The star players playing in each game are a major attraction for audiences and fan-following is at its peak during the entire period of CWC. Taking advantage are the brands with a line-up of brand endorsements by key sports personalities. While the brand ambassadors are showcased in the brand’s commercials during the matches, the advertiser’s PR machinery is at works to prominently expose the ambassador through earned media – media bytes, posting on social media, special appearances on short videos, etc., to pump up the brand’s share of voice as well as share of mind among its target segment.

“TAM’s Public Relations Evaluation Division, Eikona, specialises in evaluating brand promotions with a focus on distinguishing between earned and paid PR. This distinction is becoming increasingly significant in the hierarchy of research criteria, especially considering the prevalence of paid advertising clutter in mass media,” Krishnan notes.

He says that the earned versus paid PR report by Eikona offers an insightful analysis of how the market perceives a particular brand, its ambassador and its messaging is associated with that event. The report helps brands to plan and evaluate earned media bytes impact in maintaining visibility through unpaid channels, thereby shaping the brand's presence and image among its consumers. Consequently, he adds, establishing a strong PR foundation is just as essential as running paid sponsorship campaigns.