Mumbai: The Indian Premier League (IPL) continues to cement its position as an advertising powerhouse, with the latest TAM Sports report revealing a 10.5% rise in overall commercial ad volumes during IPL 18 compared to IPL 17. The surge was fueled by a remarkable 30% increase in advertisers and a 29% growth in active brands, showcasing IPL’s growing appeal among marketers across categories.
While the average ad volume per match per channel rose modestly by 0.5%, the final match emerged as the most lucrative slot, registering the highest ad volume spike. Indexed growth was seen across all tournament stages, reinforcing the league’s sustained commercial magnetism.
Leading the advertiser charts was Parle Biscuits (8%), followed by Vishnu Packaging and Reliance Consumer Products (6% each), K P Pan Foods (4%), and Sporta Technologies (4%). Notably, Sporta Technologies, K P Pan Foods, and Vishnu Packaging were consistent top players across both IPL 17 and IPL 18.
Among brands, Vimal Elaichi, Dream11.com, Parle Platina Hide & Seek, Campa Cola, and AMFI collectively contributed 22% of the total ad volume. While IPL 17’s top brands commanded a higher 32% share, Vimal Elaichi and Dream11 retained their dominance year-over-year.
Over 70 categories were active in IPL 18, mirroring IPL 17, but with significant reshuffling. The Food & Beverages sector led with a 36% share, trailed by Services (23%), Auto (9%), and BFSI (8%). The top categories included Mouth Fresheners (13%), Biscuits (9%), and Ecom-Gaming (6%).
Interestingly, 25+ new categories entered the IPL ecosystem this year—including Properties/Real Estate and Cellular Phone Services—while older categories like Chocolates and Toilet/Floor Cleaners dropped off.
A total of 186 brands were advertised across both Hindi+English and regional channels, with Vimal Elaichi leading in both. Meanwhile, exclusive brand activity reflected regional preferences: Amul and Lattafa Perfumes on Hindi+English channels, and Walkmate, Lifestyle, and Maliban Biscuits on regional ones.
Ad format preferences also shifted, with <10-second ads dominating IPL 18 (54%), overtaking 11–20 second spots, which had led in IPL 17. The shorter format aligns with advertisers’ growing focus on quick, high-impact messaging.
The TAM Sports analysis underlines the evolving advertiser mindset, marked by greater category participation, multi-language penetration, and strategic brevity in ad formats. As influencer brands like Dream11 and Vimal Elaichi maintain their stronghold, new categories and regional players are expanding IPL’s commercial canvas.
