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Mint
20 hours ago
- Business
- Mint
Brands pile in, ads get shorter: IPL 18 rewrites the rules of cricket-time marketing: Report
The 18th edition of the Indian Premier League was a season of more—more advertisers, more categories, and ad clutter—but not necessarily more airtime. Despite only a modest 0.5% rise in average ad volume per match as compared with last year, the number of advertisers increased by 30% and the brand count by 29% in the latest season of the popular cricket tournament, according to new research from TAM Sports. That meant a tighter squeeze for visibility, and a sharp shift in strategy of companies to cope with ad rates. The most preferred ad format this year, as a result, was less than 10 seconds—overtaking previous year's 11-20 second spots—as brands opted for quicker, high-frequency messaging to stay in the game. This makes sense considering that as per media reports, IPL 2025 was expected to pull in an estimated ₹ 4,500 crore in advertising revenue, with brands paying between ₹ 25 lakh and ₹ 28 lakh for a 10-second TV ad slot. On digital platforms, CPMs (cost per mille, or cost per 1,000 impressions) ranged from ₹ 250-500, depending on a match's viewership draw. For the current season, digital ad rates on average reportedly grew by 30-40%, reaching ₹ 400 CPM, while TV spot prices softened. On JioCinema (now JioHotstar) last year, pre- and post-match slots were priced at ₹ 200 per 1,000 views, and a single spot on connected TVs cost ₹ 6.5 lakh. According to TAM Sports' IPL 18 advertising report, which took into account all 74 matches, despite new brands on display, the top of the advertising pile looked exactly like the year before. Surrogate ads for pan masala brands still ruled the screen, with mouth fresheners remaining the single-largest ad category for a second successive year. Vimal Elaichi, promoted by Vishnu Packaging, topped the charts once again, followed by Kamla Pasand from KP Pan Foods, and Dream11, owned by Sporta Technologies Pvt. Ltd, show the data from TAM Sports, a division of TAM Media Research. But the dominance of the top five advertisers this year—Parle Biscuits, Vishnu Packaging, Reliance Consumer Products Ltd (Campa Cola), KP Pan Foods, and Sporta Technologies—reduced slightly, as they accounted for just 27% of total ad volume, down from 33% last season. The top five brands also saw their IPL ad share drop from 32% to 22%, reflecting how crowded and fragmented the ad space has become. With more than 186 brands active across national and regional sports channels, commercial breaks in India's highest watched private cricketing tournament are no longer dominated by these familiar names. That IPL ad fragmentation was also driven by a reshuffling of sectors and categories. IPL 18 introduced over 25 new advertiser categories, while 25 others from IPL 17 dropped out. Real estate, mobile services, fashion retail, and jewellery emerged as the top new entrants—with a focus on premium consumer sectors which were previously less visible during live sports. Meanwhile, big segments like personal care, consumer durables, and multi-product food brands saw their share decline or vanish from the top five altogether. Food and beverages retained their lead, accounting for 36% of total ad volume this year, up slightly from 34% last year. Services remained unchanged at 23%, while the auto sector climbed into the top three with 9% share. The banking, financial services and insurance (BFSI) sector and personal care moved further down the pecking order. The top five categories this year—mouth fresheners, biscuits, ecommerce-gaming, soft drinks, and financial services—collectively contributed 40% of ad volumes, slightly down from 43% last year, the report said. Despite the increased brand participation, the overall indexed ad volume grew just 10.5%—a sign that IPL has reached near-saturation in available inventory, pushing advertisers to innovate within constraints. The dominance of short-duration formats this year, reversing last year's trend, is one such adjustment, helping marketers balance frequency, cost, and recall.
Time of India
03-06-2025
- Business
- Time of India
Beyond cricket: How IPL 2025 shaped India's advertising landscape
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.
Time of India
29-04-2025
- Business
- Time of India
IPL 2025 ad volumes soar, reflecting robust advertiser interest
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.
