Test cricket’s loyal audience keeps Ind-Eng series on advertisers’ radar

As India is all set to take on England in a highly anticipated Test series starting today, advertisers are approaching the opportunity with measured caution. The cricketing calendar has been packed this year, from the high-decibel IPL 2025 to international tournaments like the ICC Champions Trophy, leading to concerns about both audience fatigue and stretched marketing budgets.

While Test cricket continues to hold prestige and commands a premium, particularly among a more discerning and loyal viewer base, the question now is whether brands are ready to invest again so soon. With the India-England series scheduled in prime time and featuring a fresh Team India lineup, the stage is set — but will advertisers show up?

Confident pitch from broadcasters

Despite cautious chatter, both Sony Pictures Networks India and JioHotstar are optimistic about the series’ commercial prospects. The media rights split — Sony owning TV and JioHotstar holding digital — has enabled each platform to play to its strengths.

Rajesh Kaul, Chief Revenue Officer, Sony Pictures Networks India, said, "We have received an excellent response from advertisers and expect to generate over Rs 150 crore in ad revenue. We have already onboarded multiple brands like Ultratech Cement, Axis Max Life Insurance, Apple, Tata Capital, Kent RO, and more." The network is supporting the series with multi-language coverage and an expert commentary panel, alongside its patriotic-themed campaign ‘Ground Tumhara, Jeet Hamari’, which taps into India's rare but memorable Test victories in England.

On the digital front, sources close to JioHotstar signalled strong advertiser interest. “The passion for cricket in India is second to none and Test cricket continues to be a deeply valued format. Viewership for Test cricket on JioHotstar has witnessed massive growth across mobile and Connected TV. The England-India series is a primetime viewing affair,” a source said.

Digital streaming platforms are being priced at a CPM of Rs 250, capitalizing on the evening match timing (3:30 PM – 10:30 PM IST), which is expected to drive strong live viewership across connected TV and mobile. Sony is charging between Rs 2–3 lakh for a 10-second TV spot, with value-added deals to sweeten the offering.

Strategic advertising, not blanket spending

Experts suggest that advertiser behaviour around this series is less about rejection and more about maturity. The approach is shifting from high-decibel, mass-reach campaigns to calibrated, context-driven advertising.

Ambika Sharma, Founder & Chief Strategist at Pulp Strategy, noted, "There is measured interest. Test cricket appeals to a more niche, engaged audience. Advertisers are picking formats and days strategically. It’s less about mass SOV and more about contextual alignment and depth of engagement."

On the subject of viewer fatigue, she offered a layered perspective: "Viewers aren’t necessarily fatigued by cricket itself, but they are becoming more selective. For advertisers, the fatigue shows up more in terms of ROI pressure. They're asking harder questions. That’s not fatigue, that’s maturity."

Yasin Hamidani, Director at Media Care Brand Solutions, added, "Advertiser interest in the India-England Test series is moderate. While IPL draws mass attention, Test matches attract niche, premium audiences, especially on digital platforms like JioHotstar and Sony. Yes, continuous cricket is causing some fatigue, but advertisers are becoming selective, focusing on high-impact properties like the IPL or ICC events."

Caution rooted in budget strain

That said, not all advertisers are rushing in. A senior industry expert pointed out, "It's more a case of ad budgets being exhausted — significant amounts were already spent on the cricketing properties that happened this year. Advertisers who didn’t invest might still be interested in the India-England Test series, but overall interest is definitely lower. There’s a clear sense of cricket fatigue among audiences."

He emphasised that digital will likely outperform TV, given consumption trends: "Connected TV and digital streaming are far more in demand right now compared to traditional television.”

A leading media agency executive, speaking on condition of anonymity, added that many marketing managers are in wait-and-watch mode. "Yes, cricket fatigue will be in the minds of those who spent heavily on IPL. Brands that skipped IPL may now jump in. Typically, excitement for Test series builds from the third match onward. We’ve seen this mid-series spike even during IPL or after the Champions Trophy.”

Why some brands still see value

Despite the cautious climate, certain brands are staying the course, particularly those with long-term stakes in cricket or those seeking a premium English-speaking audience.

Karan Kumar, CMO of Hero Realty Pvt. Ltd., said, "There are brands that are heavily invested in cricket — they will spend in the Test series because the audience for the format remains strong. It also holds appeal for brands with an English connect, especially for campaigns running in India."

Even Swiggy Instamart’s marketing head, Abhishek Shetty, while acknowledging the clutter in the cricket advertising space, highlighted the enduring power of the format: "People believed Test match viewership was declining, but that's not true. Tests are being watched more now. The India-Australia Test series broke multiple records. That said, with three formats and so many leagues, fatigue is real — both for audiences and marketers. Yet, this is a cricket-crazy country. The more cricket you offer, the more people watch."

 A format that still delivers — selectively

So, is there advertiser fatigue? Yes — but not rejection. The enthusiasm of other cricket tournaments cannot be replicated instantly, especially with tighter marketing budgets and growing ROI scrutiny. Yet, the India-England Test series promises competitive cricket, a fresh Team India, and evening time slots — offering an attractive proposition for brands looking to engage a premium, cricket-savvy audience.

The series kicks off with the first Test at Headingley, Leeds today, followed by matches in Birmingham (July 2), Lord’s (July 10), Manchester (July 23), and concluding at The Oval (July 31).