Asia Cup 2025 sees 38% jump in average ad volumes per channel per match: TAM Sports Report

Cricket advertising is showing no signs of slowdown. As per TAM Sports’ Asia Cup 2025 Commercial Advertising Report, the tournament recorded a 38 percent rise in average ad volumes per channel per match compared to the 2022 edition — even as the overall number of advertisers and brands saw a slight dip.

The analysis, based on 19 live matches across 16 TV channels, shows that the final match registered the steepest growth in ad volume, underscoring the tournament’s rising commercial pull. Matches featuring India saw a 35 percent surge, while non-India games grew 41 percent, reflecting consistent advertiser interest across fixtures.

F&B Tops the Charts, Auto Races Ahead

The Food and Beverages (F&B) sector led the ad pie with a 27 percent share, followed closely by Auto (26 percent) and Services (15 percent). Together, the top five sectors contributed over 80 percent of total ad time — with F&B, Services, and Telecom retaining their place from 2022.

Within F&B, Mouth Fresheners dominated as the top advertising category in 2025, up from second place in 2022. Cars, Two-Wheelers, Tyres, and Paints rounded out the top five categories, collectively accounting for 46 percent of ad volumes.

PepsiCo, Hero MotoCorp, and JK Tyre Among Top Advertisers

PepsiCo led the list of advertisers this year with a 7 percent share of total ad seconds, followed by Hero MotoCorp, Vishnu Packaging, Asian Paints, and JK Tyre & Industries.

Among individual brands, Vimal Elaichi topped with 7 percent, followed by JK Tyre (6 percent), Mountain Dew (5 percent), Asian Paints Royale Glitz (4 percent), and Hero Splendor Plus Range (4 percent). Interestingly, two brands each from the F&B and Auto sectors featured in the top five, highlighting where advertiser confidence is consolidating.

Shorter Ads Still Rule, But Longer Spots Gain Ground

Ad duration trends stayed consistent with the previous edition. 11–20 second commercials remained the most preferred length, followed by under-10-second spots. However, the share of 20–40+ second ads grew, suggesting brands are balancing frequency with more immersive storytelling.

Despite the surge in ad volumes, the report shows a slight decline in advertiser and brand counts. The number of advertisers dropped from 55+ to 50+, while brands slipped from 85+ to 80+, indicating that fewer players invested more aggressively.