IPL 2025 ad volumes soar, reflecting robust advertiser interest

Time of India

29-04-2025

The roar of the crowd on the field is being matched by the rising decibels of advertisements during the Indian Premier League (IPL) 2025. According to the latest report from TAM Sports, the sports division of
TAM Media Research
, television advertising volumes for the ongoing 18th season of the IPL have witnessed a significant six per cent surge in the first 40 matches compared to the previous season. This steady climb underscores the enduring appeal and marketing power of the premier cricket league.
The TAM Sports analysis, which focuses on live match advertisements excluding promotional content and non-match segments, reveals a positive trajectory for ad spending. The ad volume index has risen from 100 in IPL 17 to 106 in the current season, bolstered by an expanded broadcast reach of 28 channels, up from 24 in the previous edition.
While the number of advertising categories has seen a slight dip of six per cent, falling from over 60 to over 55, the IPL continues to attract a wider pool of advertisers and brands. The report highlights a robust 15 per cent increase in the number of advertisers (from over 70 to over 80) and an impressive 20 per cent growth in the number of brands vying for viewer attention (from over 120 to over 145). This indicates a strategic shift towards more brands from individual advertisers leveraging the IPL platform.
Mouth Fresheners Lead the Charge, Parle Remains King
Delving into the category-wise distribution of advertisements, Mouth Freshener has emerged as the frontrunner, commanding a 13 per cent share of the ad volumes. This category has overtaken the traditionally strong Ecom-Gaming sector, which now holds the second position with nine per cent. Biscuits maintain a significant presence at ten per cent, followed by Aerated Soft Drinks at six per cent and the Corporate-Financial Institute sector with five per cent.
At the advertiser level, Parle Biscuits continues its reign as the top spender, accounting for a substantial ten per cent of the total ad volumes. Vishnu Packaging follows in second place with seven per cent, while Reliance Consumer Products secures the third spot with six per cent. Popular fantasy sports platform Dream11 holds the fourth position with five per cent, and K P Pan Foods rounds out the top five with a four per cent share.
Fresh Categories and Brands Inject New Energy
The IPL 2025 has also witnessed the introduction of 21 new advertising categories, with Biscuits being a notable addition. This influx of new categories has been accompanied by a wave of 102 new brands making their IPL advertising debut. Some prominent new entrants include Parle Platina Hide & Seek and the revived iconic beverage, Campa Cola, showcasing the league's ability to attract both established players and emerging brands.
Interestingly, the report also highlights regional variations in brand visibility. National channels predominantly featured advertisements for Amul Butter, while regional channels saw a greater emphasis on Vimal Elaichi, indicating targeted advertising strategies based on audience demographics and preferences.
Echoes of the Past: IPL's Enduring Advertising Magnetism
The current growth in IPL advertising volumes resonates with historical trends. The report draws a parallel with IPL 14 (2020), which witnessed an extraordinary 217 per cent surge in sports advertising. This historical data underscores the IPL's consistent ability to attract significant advertising investment, solidifying its position as a prime platform for brands seeking widespread visibility and engagement with a massive and passionate audience.
As the IPL 2025 season progresses, the steady rise in advertising volumes signals the continued confidence of marketers in the league's unparalleled reach and impact. With new categories and brands joining the fray, the advertising landscape of the IPL remains dynamic and a key indicator of consumer trends and marketing strategies in India.