T20 WC ’21: 80+ brands appeared on TV, e-comm categories spend big

Education and gaming categories topped the charts in terms of ad volumes.

Mumbai: On 7 November, New Zealand victory over Afghanistan ended India’s chances of qualifying for the semi-finals of ICC T20 World Cup 2021, yet more than 80 brands advertised during the course of the 45-day tournament with BYJU's topping the list, according to data provided by Tam Media Research.  

E-commerce categories – education and gaming which were new advertiser categories this year ended up topping the charts in terms of ad volumes. In general, the e-commerce industry dominated ad volumes four out of five of the top categories being from e-commerce categories. The top five categories contributed 42 per cent share of total ad volumes.  

E-commerce – wallets, e-commerce – education, smartphones, e-commerce – gaming and e-commerce – financial services comprised the top categories that advertised during the tournament in terms of ad volumes. Think & Learn (BYJU’s), Reliance Retail, Coca Cola India, Havells India and Nedmeds Marketplace were the top five advertisers in terms of volumes. Top five advertisers account for up to 29 per cent share of total ad volumes on TV.

Compared to the 2016 edition of the tournament, this year’s ICC T20 World Cup saw a 19 per cent increase in ad volumes per match, according to Tam data. For the final match between New Zealand and Australia, ad volumes increased by 16 per cent compared to the previous edition.

While the total number of advertisers for 2016 and 2021 ICC T20 World Cup remain the same, there were 26 new advertiser categories that appeared on TV.

(Source: TAM Sports; figures are based on secondages for TV; commercial ads only; excluding promos and social ads)

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