Mumbai: The Indian Premier League (IPL) continues to reinforce its dominance not just on the pitch but also across commercial screens. The second update of TAM Sports’ IPL 18 Advertising Report, covering the first 22 matches of the season, reveals strong indexed growth in advertising activity compared to IPL 17—highlighting a broader advertiser base, new categories, and fresh brand entrants.
While the report does not specify exact growth percentages, the trends are clear: IPL 18 is drawing more diverse advertisers. The addition of 24 new advertising categories and 84 new brands underscores the league’s ever-increasing appeal as a premium advertising destination.
In contrast, 23 categories from IPL 17 did not return this season, signaling an evolving advertising ecosystem that is rapidly responding to changing consumer interests and marketing strategies.
Among the standout performers in ad volume share:
- Mouth Freshener emerged as the leading category, commanding 13% of the total ad volume.
- Biscuits and Ecom-Gaming followed closely, each capturing 10%, showcasing a healthy mix of traditional and digital-first product categories.
- Automotive (Cars) and Corporate Financial Institutions rounded out the top five, each with a 5% share.
This trend highlights the dual appeal of IPL advertising—catering to both legacy FMCG segments and rising digital-native brands.
When it comes to brand visibility, Parle Biscuits Pvt. Ltd. stole the show, emerging as the *top advertiser in 21 of the first 22 matches, and securing 10% of total ad volume.
Other major advertisers included:
– Vishnu Packaging (Vimal Elaichi) – 6%
– Reliance Consumer Products – 6%
– Sporta Technologies (Dream11.com) – 4%
– K P Pan Foods (Rajshree Silver Coated Elaichi) – 4%
These five advertisers collectively contributed 30% of the total advertising volume, reflecting the high-stakes competition for viewer mindshare during IPL broadcasts.
The 2024 season has also proven to be fertile ground for new brand activations, with 84 new brands entering the advertising arena. Leading the pack among fresh entrants were:
1. Parle Platina Hide & Seek
2. Rajshree Silver Coated Elaichi
3. AMFI (Association of Mutual Funds in India)
4. Campa Energy
5. Rapido Bike Taxi
This influx of new players represents a blend of heritage labels and modern disruptors, all aiming to harness IPL’s massive viewership for brand amplification.
The insights from TAM Sports’ second update paint a clear picture: IPL 18 is not just a sporting event—it’s a marketing juggernaut. With an increasing number of categories and new brands joining the fray, the league is evolving into a dynamic ecosystem that mirrors shifting consumer and advertiser behaviour.
