Mumbai: The Indian Premier League (IPL) continues to be a powerhouse for advertisers, with the latest report from TAM Sports revealing an 8.2% year-on-year increase in TV ad volumes during the first 31 matches of IPL 2025 (Season 18). The data signals renewed advertiser confidence and reinforces the league’s unmatched appeal as a platform for mass brand engagement.
According to TAM Sports, commercial advertising measured through Free Commercial Time (FCT)—excluding promos, fillers, and short-format content—showed strong growth. Indexed against the same stage of IPL 2024, the current season scored 108.2, up from a baseline index of 100, reflecting continued momentum in televised advertising investments.
The 2025 season maintained its robust media presence, with commercial airtime being distributed across 28 channels, ensuring wide visibility for brands across regions and viewer demographics. The multi-channel strategy remains a key factor in IPL’s ability to deliver exceptional reach and resonance.
The report also revisits data from IPL 14 (2021), offering a look at shifts in advertising trends during that period. Between August 7 and October 31, 2020, a notable realignment of ad volumes across the top five TV genres underscored how IPL programming dominates advertiser focus during its season.
The consistent rise in ad volumes over the years highlights IPL’s enduring appeal as a go-to destination for brands looking to capture consumer attention at scale. With its massive and diverse viewership, the tournament remains a cornerstone of India’s advertising ecosystem.
