Mumbai: The Indian Premier League (IPL) 2025 is not just delivering action on the field—it’s powering strong growth in television advertising too. According to the Second Update of TAM Sports’ IPL 18 Advertising Report, the first 13 matches of the season have seen a 12.5% surge in ad volumes compared to the same period in IPL 17, reaffirming the tournament’s stature as India’s premier advertising platform.
Expanded Broadcast Footprint Fuels Growth
IPL 18 is being telecast across 28 channels, a significant increase from 21 channels in the previous season. This expansion has allowed brands to reach a wider and more diverse viewer base, contributing to the overall rise in ad inventory and volumes.
Diverse Advertiser Landscape: Categories, Brands, and Advertisers
The opening phase of IPL 18 has drawn participation from over:
– 50 advertising categories
– 90 advertisers
– 150 brands
This reflects a vibrant and competitive advertising environment, with a mix of returning giants and fresh entrants tapping into IPL’s vast reach.
Top Categories and Dominant Advertisers
The top-performing sectors so far include:
– E-commerce platforms
– Smartphone manufacturers
– Online gaming companies
– Fast-moving consumer goods (FMCG) in beverages and snacks
– Personal care brands
Leading advertisers leveraging the IPL buzz include Dream11, Samsung, PepsiCo, Hindustan Unilever, and PhonePe, all of whom are running aggressive campaigns across match broadcasts.
Entry of New Categories and Disruptive Brands
A standout trend this year is the entry of new-age sectors such as:
– FinTech services
– Electric Vehicle (EV) brands
– Online Insurance platforms
New brands like CredSafe, VoltRide EV, and InsureQuick have made their IPL debut, indicating a shift in advertiser profiles as emerging industries tap into cricket’s unparalleled visibility.
Supporting Genre-Wide Ad Momentum
Drawing from IPL 14 benchmarks, TAM notes that IPL season advertising extends beyond sports channels:
– News Channels saw a jump from 16,153 hours (pre-IPL) to 18,237 hours (during IPL)
– General Entertainment Channels (GECs) rose from 13,290 hours to 15,055 hours
This spillover effect highlights the IPL’s role in boosting overall TV ad engagement during the season.
The second update from TAM Sports cements IPL 18 as a critical driver of advertising momentum in 2025. With new sectors joining established advertisers and expanded channel coverage, the tournament is proving to be an ever-evolving commercial juggernaut. Brands looking to scale visibility and engagement continue to find unparalleled value in cricket’s biggest spectacle.
