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Brand surge. The count of advertisers have risen 31 per cent to over 65 in the first 13 matches of the ongoing IPL season
The first 13 matches of the ongoing season (season 18) of the Indian Premier League (IPL) witnessed a 12 per cent rise in ad volumes on television compared with the same number of matches in the previous season, according to latest analysis by TAM Sports, a division of TAM Media Research. It said the ad volume rise surpassed the benchmark set by the 13th season of IPL. The number of advertisers have risen nearly 31 per cent, signalling a confidence in the T20 tournament’s mass reach, it added.
Noting that IPL in 2025 has seen a big brand surge, the report said that the count of advertisers have risen 31 per cent to over 65 in the first 13 matches of the ongoing season over the same period last year. The count of categories seen being advertised on IPL on TV also saw a surge of 13 per cent to over 50 during these matches.
With 11 per cent share of ad volumes, mouth freshener category dominated as the top category being advertised in IPL, followed closely by online gaming at 10 per cent. Biscuits, cars and smartphones were also among the top five categories in terms of ad volume share. “Collectively, the top five categories accounted for more than 40 per cent of total volumes,” added the report.
Top advertisers
Parle Biscuits, with 9 per cent share of the ad volumes, emerged as the top advertiser. Vishnu Packaging (Vimal Elaichi), Reliance Consumer Products, Sporta Technologies (Dream11) and Groww (Billion Brains Garage Ventures) were among the top five advertisers during the first 13 matches of IPL’s 18th season (2025).
“The top five advertisers contributed 28 per cent of the overall ad volume (the first 13 matches of IPL 18), with Parle Biscuits taking the lead. Sporta Tech (Dream11) and Vishnu Packaging (Vimal Elaichi) continued their strong presence and emerged among the top five advertisers in both IPL 17 and IPL 18,” the report said.
These matches featured advertising from 23 new categories and 83 new brands compared to the same number of matches in IPL 17, the report noted.
Published on April 8, 2025
