The 2025 Asia Cup has witnessed a significant increase in advertising activity, with a 38 per cent rise in average ad volumes per channel per match compared to the 2022 edition, according to a report by TAM Sports.
The analysis, based on 19 live matches across 16 TV channels, indicates that the final match experienced the steepest growth in ad volume, highlighting the tournament's growing commercial appeal.
Matches featuring India saw a 35 per cent surge in ad volumes, while non-India games experienced a 41 per cent increase, reflecting consistent advertiser interest across fixtures.
The Food and Beverages (F&B) sector led the advertising spend with a 27 per cent share, followed closely by the Auto sector at 26 per cent, and Services at 15 per cent.
PepsiCo topped the list of advertisers with a 7 per cent share of total ad seconds, followed by Hero MotoCorp, Vishnu Packaging, Asian Paints, and JK Tyre & Industries.
The report also noted a trend towards longer ad durations, with the share of 20–40+ second ads growing, suggesting brands are balancing frequency with more immersive storytelling.
Despite the increase in ad volumes, the number of advertisers and brands saw a slight decline, indicating that fewer players invested more aggressively.
Overall, the Asia Cup 2025 has set a new benchmark for commercial success in cricket broadcasting, reflecting the sport's increasing influence on advertising strategies. |
