Over the years, sports marketing has gained more popularity. Indian brands are also spending their advertising monies on international sports. As per a recent by TAM Media Research, the indexed ad volume growth has grown by 51% in Asia Cup 2022 over 2016. Here's how different advertising categories are spending on Asia Cup in 2022.

1. AdvertisingAnalysis–AsiaCup
Y 2016 – Y 2018 – Y 2022

2. Indexed Ad Volume growth grew by 51% in Asia Cup 2022 over Asia Cup 2016 (T20 Format)
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022
Asia Cup 2016 (T20) Asia Cup 2018 (ODI) Asia Cup 2022 (T20)
100
235
151
Index: Asia Cup 2016 (T20)=100
Count of Matches 13 13
11

3. Ind-Pak matches had highest percentage share among all Asia Cup matches
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022
6%
11%
5%
7%
6%
5%
7%
10%
9%
7%
9%
8%
9%
M01
SL/AFG
M02
PAK/IND
M03
BAN/AFG
M04
IND/HKG
M05
BAN/SL
M06
PAK/HKG
M07 S4
AFG/SL
M08 S4
IND/PAK
M09 S4
IND/SL
M10 S4
AFG/PAK
M11 S4
IND/AFG
M12 S4
PAK/SL
M13 F
SL/PAK
Group Stage Super 4 Final
Indian Matches

4. Top 5 Categories contributes overall advertising, ranging from 39% to 49% share during Asia Cups
Categories - 2016 % Share
1 Ecom-Online Shopping 10%
2 Perfumes/Deodorant 8%
3 Pan Masala 7%
4 Cellular Phones-Smart Phones 7%
5 Tyres 7%
Categories - 2018 % Share
1 Ecom-Wallets 14%
2 Cellular Phones-Smart Phones 7%
3 Aerated Soft Drink 7%
4 Perfumes/Deodorant 6%
5 Ecom-Online Shopping 6%
Categories - 2022 % Share
1 Ecom-Gaming 17%
2 Pan Masala 11%
3 Perfumes/Deodorant 9%
4 Cellular Phones-Smart Phones 7%
5 Aerated Soft Drink 5%
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022

5. Top Common Categories of Y 2016-18-22
Top Common Categories
Pan Masala
Perfumes/Deodorant
Cellular Phones-Smart Phones
Paints
Ecom-Financial Services
Tyres
Liquor
Cellular Phone Service
Water Purifiers/Filters
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022
Pan Masala tops the list of advertisers that were present during last few Asia Cups including the current one

6. 20+ exclusive categories during Y 2022 over previous two Asia Cups
Top Exclusive^ Categories : [20+]
Branded Salts
Hosiery
Airlines
Wafer/Chips
Lighting Products
Electrical Switches/Parts
Mineral Water
Cars
Toilet Soaps
Tea
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022

7. Vini Product tops the Asia Cups with T20 Format
Advertisers - 2016 % Share
1 Vini Product 8%
2 Clues Network 7%
3 Vishnu Packaging 7%
4 Britannia Industries 5%
5 Ceat India 5%
Advertisers - 2018 % Share
1 Google 10%
2 Vini Product 7%
3 Amazon Online India 6%
4 One97 Communications 5%
5 Hero Motocorp 5%
Advertisers - 2022 % Share
1 Vini Product 10%
2 Sporta Technologies 8%
3 Fairplay 8%
4 Samsung India Electronics 6%
5 K P Pan Foods 6%
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022

8. Among Top 5 Sectors, Services tops the last 3 Asia Cups
Rank Top Sectors
1 Services
2 Food & Beverages
3 Personal Care/Personal Hygiene
4 Telecom Products
5 Banking/Finance/Investment
1
3
2
5
4
Y 2016
1
2
4
5
15
Y 2018
1
2
3
4
5
Y 2022
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022
Note: Services sector includes categories like Ecom-gaming, Ecom-food/grocery, Ecom-media/entertainment/social Media, Airlines, Hospitals/clinics-infertility, Ecom-travel & Tourism etc.

9. The tally of Categories, Advertisers & Brands tops in Asia Cup'22
30+
40+
50+
35+
45+
55+
50+
70+
85+
Count of Categories Count of Advertisers Count of Brands
Asia
Cup
2016
(T20)
Asia
Cup
2018
(ODI)
Asia
Cup
2022
(T20)
Asia
Cup
2016
(T20)
Asia
Cup
2018
(ODI)
Asia
Cup
2022
(T20)
Asia
Cup
2016
(T20)
Asia
Cup
2018
(ODI)
Asia
Cup
2022
(T20)
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022

10. Asia Cup 2022, register the ad volume growth of 51% compared to Asia Cup 2016 (T20 Format).
Highlights
Matches between Ind/Pak garnered max. percentage share among all the Asia Cup 2022 matches.
Perfumes/deodorants and Cellular Phones-Smart Phones were the categories present among Top 5
of all the 3 Asia Cups i.e. Y 2016-18-22.
Vini Product Advertiser ranked first in 2016 & 2022 and was among top 2 place throughout all of Years
2016–2018–2022.
Asia Cup'22 leads in the tally of Categories, Advertisers & Brands.

11. CelebrityEndorsement–AsiaCup
Y 2016 – Y 2018 – Y 2022

12. Ad Volumes of Celebrity Endorsed ads grew by 3.8 times in Asia Cup’22 over Asia Cup’16 (T20 Format)
Celebrity Endorsement AC'16 Celebrity Endorsement AC'18 Celebrity Endorsement AC'22
100
260
380
Index: Celebrity Endorsement AC’16 (T20)=100
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2018-2022

13. 72%
0%
26%
2%
53%
24%
20%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Film Actor
Sports Person
Film Actress
TV Actor
Profession-wise share of Celebrity Endorsement
Asia Cup'22 Asia Cup'16
Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2016-2022
Ads endorsed by Sports Person grown from zero in Asia Cup’16 to 24% in Asia Cup’22

14. Source: TAM Sports; Base: Ad Duration on Sport; Asia Cup Matches: 2022
Ranveer Singh tops among overall Celebrities and Rohit Sharma among Sports Celebrities during
Asia Cup’22
Overall
Top 5 Celebrities Y 2022
Ranveer Singh 13%
Kiara Advani 12%
Amitabh Bachchan 11%
Rohit Sharma 9%
Ajay Devgan 6%
Sports Celebrity
Top 5 Celebrities Y 2022
Rohit Sharma 39%
Virat Kohli 20%
Sachin Tendulkar 11%
M S Dhoni 8%
Hardik Pandya 5%

15. Annexure 1: Inclusion and Exclusion for Analysis of
Celebrity Endorsement
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Media : TV Period : Year 2021
Base:
 Celebrities (Actor/Actress) from Hindi – Movies & TV Industry and Sports personalities are considered.
 South Stars (Movies & TV Industry) are not considered.
 Among Sports Personalities from Sri Lanka are not considered.
 Ads during Commercial breaks only

16. For any queries write to: taminsights@tamindia.com
Website Link: www.tamindia.com