Mumbai: The Indian Premier League (IPL) continues to dominate the advertising landscape, with TAM Sports’ sixth update on IPL 2025 (IPL 18) highlighting robust advertiser participation, increased brand activity, and nuanced channel strategies during the first 57 matches.
TV Ad Volumes Edge Up, Channel Spread Widens
According to TAM Sports, indexed TV advertising volumes for IPL 18 rose 1.4% compared to IPL 17, based on the same number of matches. This modest but positive growth is set against a backdrop of an expanded broadcast footprint, with 28 channels airing IPL 18, up from 24 in the previous season.
The consistent growth underlines advertisers’ sustained confidence in IPL’s mass reach and live-viewing appeal, especially on traditional television despite increased competition from digital platforms.
Advertiser and Brand Participation Surges
The tournament witnessed a 23% increase in advertisers (from 80+ to 95+) and a 26% jump in brands (from 135+ to 175+) compared to IPL 17. However, the number of advertised categories remained steady at 65+, signaling deeper brand penetration within existing verticals—especially in sectors like FMCG, BFSI, and e-commerce.
This trend suggests a maturing ecosystem, where more brands are leveraging IPL’s popularity without necessarily expanding into new industry verticals.
Shifts in Top Categories and Advertisers
The food and FMCG sectors dominated ad volumes in IPL 18. Mouth Fresheners rose to the top category with a 12% share, overtaking Ecom-Gaming, which led the previous season. Other high-ranking categories included Biscuits, Aerated Soft Drinks, and Cars, replacing earlier staples like Perfumes/Deodorants and Air Conditioners.
Among top advertisers:
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Parle Biscuits took the top spot with an 8% share.
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Vishnu Packaging (Vimal Elaichi) and Sporta Technologies (Dream11.com) maintained strong positions across both seasons.
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New entrants like Reliance Consumer Products and AMFI showcased a diversified advertiser profile.
Notably, the top 5 advertisers contributed 30% of the ad volume, demonstrating a concentrated spend by dominant players, especially within the FMCG sector.
New Brands Surge as Legacy Categories Drop Out
IPL 18 welcomed 128 new brands and 25 new product categories, including:
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Properties/Real Estate
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Tyres
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Retail Clothing/Fashion
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Washing Powders
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Biscuits
Conversely, 26 categories present in IPL 17 were absent this year, including Chocolates, Branded Salts, and Toilet Cleaners, signaling a shift in advertiser priorities or spending reallocations.
Three of the top five new brands were from Parle, reinforcing the group’s aggressive IPL advertising strategy.
National vs. Regional Channels: Dual Strategy in Play
The update also spotlights evolving media strategies:
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13 brands were exclusive to regional sports channels, compared to 7 exclusive to national Hindi+English channels.
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156 brands were common across both, including Dream11, Parle Platina, and Vimal Elaichi.
Brands like Amul focused on national platforms for broad reach, while others such as Parles Wafers and Walkmate strategically leveraged regional channels to target specific markets.
This indicates a more sophisticated segmentation approach, balancing pan-India messaging with vernacular appeal.
The sixth TAM Sports update confirms that IPL 2025 remains a magnet for advertisers, combining traditional media dominance with increasingly strategic and localized planning. While the overall ad volume growth was incremental, the surge in brand and advertiser participation, broadcaster expansion, and regional channel activation all underscore IPL’s enduring allure as India’s premier advertising arena.
With more brands betting on IPL’s unmatched reach and resonance, the tournament continues to evolve — not just as a cricketing spectacle, but as a marketing juggernaut.
