The inaugural cricket match of the first ICC cricket World Cup of the new millennium was most definitely a sumptuous treat to all lovers of the game. However cricket buffs were not the only ones who were jubilant by yesterdays' match. The analysis below shows that the advertisers who had put in vast sums of monies surely enjoyed the captivating telecast of the match.

An analysis of advertising during the cricket telecast by TAM ADEX throws up an interesting picture.

Brand Advertising Expenditure Split
The following pie chart (Figure 1 and 2) describes the split up of advertising expenditure on the West Indies vs South Africa match telecast for different brands on Max and Doordarshan respectively.

As per the above chart, Reliance Infocomm emerges out as the brand with maximum expenditure closely followed by Pepsi. However, the brand spend spectrum differs drastically on DD from Max. BSNL seems to be the largest spender on yesterday's telecasts followed by Bajaj Pulsar and Pepsodent.

Category wise Advertising Expenditure Split
A similar break up of advertising monies at a product category level for Max and DD looks as follows (Figure 3 and 4). Soft drinks and Two Wheelers are the most prominent categories in terms of advertising spends with controlling more than 25 per cent of the total ad spend on the telecast both on Max and DD. The other interesting observation has been relatively high advertising spends by the cellphone companies.

Advertiser Level Advertising Expenditure split
Figure 5 and 6 depicts the break up of advertising monies on the basis of advertisers. For Max, as expected, Hindustan Levers and Pepsi co, are amongst the top 3 spenders. The new entry in the league is the Reliance Infocomm that has exploded the advertising during the telecast with highest secondages (505 seconds). However, the situation changes when we look into the advertisers on DD telecasts. Hindustan Levers, LG Electronics along with Hero Honda are the top three spenders.