The United States of America and the West Indies will co-host a major cricket tournament for the first time ever, making the T20 World Cup the most glamorous and exciting megaevent of the year.
To the joy of both spectators and sponsors, the T20 World Cup schedule precisely coincides with Indian primetime. Because there are two times as many nighttime games as in previous T20 World Cups, advertisers can increase brand effect by taking advantage of this communal viewing event.
Tailwinds for the T20 World Cup on TV are strong.
The ICC Men’s Cricket World Cup 2023 made history less than six months ago when it shattered all previous records for TV viewership. With 518 million viewers, the competition had its highest-ever watch time of 422 billion minutes in just 45 days.
The ongoing IPL 2024 has demonstrated TV’s ability to draw viewers to the platform year after year. 450 million people watched the first three weeks of the 2024 Indian Premier League on television, a record number. Regardless of their category, advertisers cannot afford to miss the T20 World Cup, as cricket viewing on TV is changing the scale for companies.
Why is TV the platform of choice for brands?
Television broadcasts of the cricket world cup have demonstrated their extraordinary scope. The 2023 Cricket World Cup was not only the largest edition yet, but it also achieved a one-day broadcast reach of over 300 million viewers on the last day.
To put things into perspective, the reach aggregate is equal to all Indian UPI users and Indian online buyers. The World Cup became the most viewed edition of the event in history with 422 billion minutes of TV viewing.
The monumental match between India and Pakistan, archrivals, is scheduled for Sunday, June 9, 2024, thanks to the impending T20 World Cup. An astounding 200 million television viewing hours were devoted to the epic match of the 2022 T20 World Cup.
Since T20 is such a high-octane style and results are so unpredictable, non-Indian matches attract a lot of attention from viewers, with over 200 million watching them on TV. The biggest group of female viewers is also known to watch cricket World Cups on television; the most recent Twenty20 World Cup accounted for an astounding 46% of total TV viewership.
Cricket’s rapidly increasing TV audience draws in both new and old marketers.
A recent report from TAM states that the current IPL has seen increases in TV categories and advertisers of 59% and 38%, respectively. The popularity of cricket on TV has grown over the past two years, attracting a number of important demographics that were previously either underutilizing the genre or ignoring the platform because of declining market conditions.
Among them are BFSI (HDFC, IndusInd Bank, Mahindra Finance, Axis Bank), FMCG (HUL, Parle, Amul, Dabur, Joy Personal Care, Reckitt), and online services (Dream11, Rupay, Groww, PhonePe, Rapido).
Historically, consumer durables, infrastructure, and automobiles have been major participants in TV Cricket World Cups. Brands such as Samsung, Skoda, Jindal Panther, Mahindra Auto, Haier, and Hero Motocorp have leveraged editions to increase their market share.
The Twenty20 World Cup is the final major cricket tournament until the next season, and a number of categories will seize the chance given TV’s enormous reach and unique financial impact.
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