Mumbai: As per the recently introduced TAM Sports report, the ad volumes per match during the ICC T20 World Cup 2022 saw a drop of 47 per cent in comparison to the previous year. The ad volumes during the final game of the tournament this year decreased by 57 per cent as compared to the ICC T20 World Cup 2021.

E-gaming topped the tournament with a 20 per cent share of ad volumes, followed by aerated soft drinks with a 14 per cent share. The top five categories contributed 42 per cent in 2021 and 56 per cent in 2022, in terms of the share of ad volumes during the tournament.

Sporta Technologies topped this year with a 15 per cent share of ad volumes, closely followed by Coca-Cola India with almost the same share. The top 10 advertisers had a 30 per cent and 51 per cent share of the ad volumes in the tournament in 2021 and 2022, respectively.

E-gaming and cellular phones—smart phones—had three advertisers each among the top five categories. Sporta Technologies (Dream 11), Head Digital Works, and Playgames 24x7 in the former; Apple, Oppo, and Vivo in the latter.

The top 5 brands contributed 23 per cent (in 2021) and 37 per cent (in 2022) of ad volumes. During the tournament in 2022, 23 new categories were added from the previous edition. Among the new categories, corporate-petroleum products topped the list, followed by laptops/notebooks.

15-20 seconds ads were utilised the most during commercial breaks, followed by over 20 second ads.