Brand promotion to scale Rs 2000 cr in ICC Cricket World Cup

The fascination for the ongoing ICC Cricket World Cup continues strong as we approach the knockout stages and unsurprisingly advertisers have followed with significant spending, which is expected to cross a 2,000 crore (including both on-ground and TV sponsorships) by the time the cup ends on April 2.

This time, too, major ad spends have come from sectors such as automobile, telecom , fast-moving consumer goods (FMCG) and TV. According to TAM, advertising volumes in the 2007 World Cup doubled compared with 2003 with auto companies, F&B and telecom giants contributing 50 percent of the spend of around 1,200 crore.

According to market estimates, onground sponsors this year?Reliance Communications , LG India, PepsiCo , Reebok India , Hero Honda, Fly Emirates , Hyundai India , Yahoo, Hyundai, Castrol India and Money Gram International?have together shelled out an 1,200 crore for in-stadium advertising. Sony India , Hero Honda and Vodafone have spent 55 crore each for rights of on-air joint presenting sponsors.

Media planner Anita Nayyar of the MPG Group says advertisers are vying with each other to gain maximum visibility in this world cup as they expect viewership to soar. Cricket matches attracted 176 million viewers in 2010, says TAM. This number is expected to almost double this year.

Top 10 Advertisers In ICC Cricket World Cup


Rank
ICC Cricket World Cup 2007 ICC Cricket World Cup 2003
1 Nokia Corp Hindustan Unilever
2 Pepsi Co Pepsi Co
3 Hero Honda Reliance Comm
4 Maruti Suzuki Samsung India
5 ITC Ltd Coca Cola India
6 Aditya Birla Group Hero Honda
7 Motorola Bajaj Auto Ltd
8 LG Electronics BPCL
9 Bharti Airtel BSNL
10 Hundai Motor Ltd Nestle India