IPL 2025 scores 0.45% TV Ad Growth; Biscuits and Vimal Elaichi Shine
Mumbai: The Indian Premier League (IPL) 2025 continues to be a magnet for advertisers, thanks to its massive viewership. As per the TAM Sports Advertising Report covering the first 70 matches (March 22–May 27, 2025), TV ad volumes increased by 0.45% compared to IPL 2024, with an index of 100.45 (versus 100 last year).
Among categories, Mouth Fresheners led the pack with a 12.7% ad share, followed by Biscuits (9.77%), Ecom-Gaming (6.84%), Aerated Soft Drinks (5.89%), and Corporate-Financial Institutes (5.34%). Notably, Biscuits replaced Range of Food Products in the top five compared to IPL 17.
Parle Biscuits emerged as the top advertiser with an 8.15% share, followed by Vishnu Packaging (Vimal Elaichi) at 6.62%, Reliance Consumer Products at 6.00%, Sporta Technologies (Dream11.com) at 3.94%, and K P Pan Foods at 3.80%. Collectively, the top five advertisers contributed 30% of total ad volumes.
This season introduced 27 new categories, including Biscuits, Properties/Real Estates, and Cellular Phone Services, while 28 categories like Chocolates and Cement were absent. A total of 141 new brands advertised, with Parle Platina Hide & Seek, Rapido Bike Taxi & Auto App, and PhonePe among the top entrants. Advertiser count rose by 27.06% to over 105, while the number of brands jumped 27.81% to over 190. The number of categories remained consistent at over 70.
On Hindi+English channels, Paper Boat Swing Coconut Water Drink and Amul Butter stood out as top exclusive brands. On regional channels, IPL Sunrisers Hyderabad and Walkmate led. Vimal Elaichi emerged as the leading common brand across both channel types, with 104 brands advertising across both platforms.
