Brand IPL is consolidating its mass appeal this season, with a 12% surge in ad volumes across the first 13 matches compared to the corresponding period in its previous season.
The top five advertisers in IPL 18 accounted for 28% of overall ad volumes, led by Parle Biscuits, which commands a 9% share, according to the latest data from TAM Media Research .
A significant 31% rise in the number of advertisers highlights growing interest in the IPL’s expansive reach, with two of the top five categories hailing from the food and beverage sector.
In contrast, the previous season saw a slight 0.3% decline in ad volumes during the first 13 matches, despite a 24% increase in advertisers. After a sluggish start, the 2024 IPL rebounded, with average ad volumes surpassing the 2023 edition.
In the current Tata IPL season, mouth fresheners lead with an 11% share of total ad volumes, followed closely by e-commerce at 10%. Together, the top five categories—mouth fresheners, e-commerce, biscuits, cars, and cellular phones—account for 40% of the total, a trend consistent with the previous year.
Other top advertising brands during this season include Sporta Technologies (Dream11) and Vishnu Packaging (Vimal Elaichi).
This year also marks a surge in new advertisers , with 23 fresh categories and 83 new brands entering the IPL 2025 advertising landscape, including the Association of Mutual Funds in India (AMFI), Apple iPhone 16E, and Campa Energy Drink, the data adds.
A report by CrispInsight, in collaboration with Kadence International, says brands leveraging team sponsorships, stadium branding, and in-game placements have been able to cut through the noise and stay top of mind for viewers.
Industry experts noted a volatile pricing environment this season, attributed to Competition Commission of India raids on major ad agencies, which disrupted initial rate expectations and influenced advertising dynamics.
In the previous season of IPL, there was a degrowth of 0.3% in the corresponding period (first 13 matches), with a 24% growth in advertisers. However, after the bumpy start, there was a revival in the overall IPL, with the average advertising volume showing an increase over the 2023 edition.
The top five advertisers in IPL 18 accounted for 28% of overall ad volumes, led by Parle Biscuits, which commands a 9% share, according to the latest data from TAM Media Research .
A significant 31% rise in the number of advertisers highlights growing interest in the IPL’s expansive reach, with two of the top five categories hailing from the food and beverage sector.
In contrast, the previous season saw a slight 0.3% decline in ad volumes during the first 13 matches, despite a 24% increase in advertisers. After a sluggish start, the 2024 IPL rebounded, with average ad volumes surpassing the 2023 edition.
In the current Tata IPL season, mouth fresheners lead with an 11% share of total ad volumes, followed closely by e-commerce at 10%. Together, the top five categories—mouth fresheners, e-commerce, biscuits, cars, and cellular phones—account for 40% of the total, a trend consistent with the previous year.
Other top advertising brands during this season include Sporta Technologies (Dream11) and Vishnu Packaging (Vimal Elaichi).
This year also marks a surge in new advertisers , with 23 fresh categories and 83 new brands entering the IPL 2025 advertising landscape, including the Association of Mutual Funds in India (AMFI), Apple iPhone 16E, and Campa Energy Drink, the data adds.
A report by CrispInsight, in collaboration with Kadence International, says brands leveraging team sponsorships, stadium branding, and in-game placements have been able to cut through the noise and stay top of mind for viewers.
Industry experts noted a volatile pricing environment this season, attributed to Competition Commission of India raids on major ad agencies, which disrupted initial rate expectations and influenced advertising dynamics.
In the previous season of IPL, there was a degrowth of 0.3% in the corresponding period (first 13 matches), with a 24% growth in advertisers. However, after the bumpy start, there was a revival in the overall IPL, with the average advertising volume showing an increase over the 2023 edition.
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