Beyond cricket: How IPL 2025 shaped India's advertising landscape

Time of India

03-06-2025

HighlightsThe Indian Premier League 2025 advertising season experienced a 0.4 per cent increase in ad volumes compared to the previous season, amidst a highly saturated media environment. The number of advertisers participating in the Indian Premier League 2025 grew by 27 per cent, reaching over 105, while the count of brands increased by 28 per cent to more than 190, indicating heightened competition in existing product sectors. The advertising landscape for the Indian Premier League 2025 saw the emergence of Mouth Fresheners as the leading category, reflecting evolving consumer interests and brand strategies in the Food and Beverages sector.
The Indian Premier League (
IPL
) continues to be a dominant force in India's
advertising
landscape, as highlighted by the recent
TAM Sports – IPL 18 Advertising Report
. This comprehensive analysis, covering the first 70 matches of
IPL 2025
, offers insights into advertiser engagement, category participation, and regional advertising trends. The findings suggest a season of continued investment and strategic diversification across broadcast platforms.
Steady Growth Amidst High Saturation
Ad volumes for IPL 18 showed a modest but notable increase of 0.4 per cent compared to the same period in IPL 17. While seemingly small, this growth is significant given the existing saturation in the tournament's media environment. Furthermore, the number of sports channels broadcasting IPL matches expanded from 24 in 2023 to 28 in 2025, indicating a deliberate effort towards broader distribution and a more targeted approach to regional audiences.
Expanding Advertiser and Brand Presence
A key takeaway from the report is the substantial rise in advertiser and brand involvement. The number of advertisers grew by 27 per cent, from over 80 in IPL 17 to more than 105 in IPL 18. Similarly, the count of brands increased by 28 per cent, climbing from over 150 to over 190. Interestingly, the number of categories remained consistent at over 70. This suggests heightened competition within existing sectors rather than the introduction of many new ones, indicating that more brands are vying for attention in the same product spaces, drawn by the IPL's ability to attract significant investment.
Shifting Category Dynamics
The data reveals some shifts in category-level ad volume shares. In IPL 18, Mouth Fresheners emerged as the leading category with a 13 per cent share, followed by Biscuits at ten per cent, Ecom-Gaming at seven per cent, Aerated Soft Drinks at six per cent, and Corporate-Financial Institutes at five per cent. Collectively, these top five categories accounted for more than 40 per cent of the total ad volumes. Compared to IPL 17, where Ecom-Gaming and Range of Food Products held more prominence, the current rankings reflect evolving consumer interests and adaptive brand strategies. The presence of three Food and Beverages (F&B) categories within the top five underscores this sector's continued reliance on mass-reach platforms like the IPL.
Consistent Top Advertisers
On the advertiser front, Parle Biscuits led the way in IPL 18, followed by Vishnu Packaging (Vimal Elaichi), Reliance Consumer Products, Sporta Technologies (Dream11), and K P Pan Foods. Many of these were also among the top advertisers in IPL 17, indicating consistent brand investment and the IPL's sustained appeal for return on investment. The continued prominence of brands like Parle and Dream11 across two consecutive seasons highlights how established advertisers leverage the IPL to build long-term brand equity.
New Entrants and Strategic Exits
IPL 18 saw the introduction of 141 new brands and 27 new categories into its advertising mix. This influx demonstrates the tournament's ongoing appeal to first-time advertisers and emerging sectors. Notable new entrants included Parle Platina Hide & Seek, Rapido Bike Taxi & Auto App, Parle Happy Happy, Rajnigandha Silver Coated Elaichi, and PhonePe. These brands represent diverse industries from mobility to fintech, reinforcing the IPL's role as a platform for both broad exposure and new product launches.
Conversely, some categories present in IPL 17 did not advertise during IPL 18. These included Range of Food Products, Chocolates, Branded Salts, Cement, and Toilet/Floor Cleaners. Their absence could signal a reallocation of marketing budgets or strategic shifts in media buying for these sectors, potentially reflecting internal changes in brand priorities or a pivot towards alternative media platforms.
National and Regional Targeting
The report also provides insights into the language-wise distribution of brand activity across national (Hindi + English) and regional sports channels. Out of the total brands advertising during IPL 18, 178 advertised on both Hindi+English and regional channels, indicating a clear marketing strategy to reach all demographic segments. Nine brands, including Paper Boat, Amul Butter, Amul Lassi, and Lattafa Perfumes, were exclusive to national channels. Meanwhile, six brands, such as IPL franchise Sunrisers Hyderabad, Walkmate, Lifestyle, and Maliban, chose to advertise only on regional channels. This segmentation highlights a growing sophistication in media strategy, where advertisers tailor their channel mix based on regional preferences, product relevance, and audience behavior.
Brands like Vimal Elaichi, Parle Platina Hide & Seek, AMFI (Association of Mutual Funds in India), Campa Cola, and Rapido advertised across both regional and national platforms. These brands aimed to maximise their reach and reinforce their visibility across linguistic and geographical divides, leveraging the IPL's pan-Indian appeal.
IPL's Enduring Influence
Overall, the IPL 18 advertising landscape showcases a dynamic mix of established and new players, traditional and emerging categories, and both national and regional targeting strategies. With over 190 brands, more than 105 advertisers, and a stable yet expansive category structure, the tournament remains a central point for Indian advertising. The increasing presence of new brands, greater reliance on regional broadcasts, and strategic media diversification reflect the IPL's evolution into a multi-tiered marketing ecosystem.
As the league progresses, the data consistently reinforces the IPL's standing as more than just a sporting event—it is a significant cultural and commercial phenomenon. For marketers, the IPL continues to be a crucial platform for building awareness, launching products, and connecting with India's diverse and increasingly segmented audience. The findings from
TAM Sports
affirm that when it comes to impactful advertising in India, the IPL remains a key destination.