ICC CT final: Ultimate ad goldmine before IPL frenzy begins

Authored by Ganapathy Viswanathan, Independent Communication Consultant and Chief Mentor Roarrr Media and Public Relations.

With the much-anticipated Champions Trophy 2025 final between India and New Zealand scheduled for tomorrow (March 9), the spotlight is not only on the teams but also on the brands. The question is – did any bold brands take a calculated gamble and pre-book advertising spots for the grand finale? After all, the chances of India making it to the final were always high, and for advertisers, this is the perfect stage before the advertising madness of IPL kicks off.

This is the last major international cricketing event before IPL, which begins from March 22, 2025, making it a prime property for advertisers looking to capture attention at scale. The global nature of the tournament adds further appeal, especially for brands that want to make a splash not just in India, but across key cricket-loving markets. If media rates are favourable, brands will want to seize this opportunity. For broadcasters, this is a golden moment to maximise revenues. As the finals draw closer, ad rates have started to surge.

The Surge in Ad Rates

As expected, ad rates have soared. Industry reports indicate that 10-second TV spots are already commanding ₹20 lakh and above, while CTV rates are around ₹10 lakh to ₹15 lakh for the same duration. On digital platforms, the CPM (Cost Per Thousand Impressions) is hovering near ₹500, reflecting the premium demand for digital audiences. As the excitement peaks, these rates could climb even higher.

The Viewership Story So Far

The tournament has already delivered solid numbers, with the early matches drawing strong interest:

India vs Pakistan (Group Stage): Approximately 130 million viewers across TV and digital, making it the most-watched match so far.

India vs South Africa: Another high-impact game that brought in around 90-95 million viewers.

New Zealand vs South Africa (Semifinal): Though slightly lower, this clash still managed to pull in around 75 million viewers, boosted by New Zealand’s recent reputation as tournament dark horses.

Adding to the frenzy is New Zealand’s thrilling victory over South Africa, which has set up a high-voltage clash in the final. The first three matches of the tournament have already attracted a solid 110 million TV viewers – a number that will undoubtedly swell for the finals.

Timing also works perfectly in favour of advertisers. The final is scheduled for a Sunday, making it a leisure viewing event not just in India, but also in Dubai, where the match is being held. A packed Dubai International Stadium is almost guaranteed, making in-stadium advertising a highly valuable investment for brands looking to make an on-ground impact.

What can we expect for viewership in the finals?

With the combination of a high-stakes match, a Sunday evening slot, and the presence of a cricket powerhouse like India, viewership could break all previous records for this edition. Both TV and digital platforms are expected to witness a surge, giving brands even greater exposure.With India playing the final on a Sunday evening, viewership is set to skyrocket past 150 million, possibly even hitting 160-175 million if the game turns into a nail-biter.

Expected split for the finals:

Will we see a last-minute brand rush?

It’s highly likely that several brands that held back earlier might now jump in at the last minute to grab available inventory. For some, this might be the perfect warm-up before IPL, while others might decide to conserve budgets and go all-in on IPL itself.

In-Stadium Buzz Adds Another Layer

The match being held at Dubai International Stadium adds further excitement. With its 25,000+ seating capacity and strong South Asian diaspora in the region, expect a full house, further adding to the atmosphere. Brands that invested in in-stadia branding will get additional visibility, not just in the stadium but through television shots and social media amplification.

Conclusion

The Champions Trophy 2025 Final is shaping up to be a blockbuster – not just on the field, but also across media platforms. With record viewership expected, premium ad rates, and a vibrant in-stadium atmosphere, this is a prime-time spectacle brands won’t want to miss. Whether they choose to unleash budgets now or hold back for IPL, one thing is clear – cricket continues to be the ultimate platform for brands to connect with millions of passionate fans.

Also Read: JioStar shatters tv records: India-Pak ICC CT clash hits 20.6 cr viewers