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    Godrej Vikhroli Cucina and Chef Amrita Raichand celebrate timeless maternal wisdom through a soulful Mother’s Day campaign: Lessons from Her Kitchen

    Godrej Vikhroli Cucina and Chef Amrita Raichand celebrate timeless maternal wisdom through a soulful Mother’s Day campaign: Lessons from Her Kitchen

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    Suven Pharmaceuticals rebrands as Cohance Lifesciences

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    The Body Shop celebrates its pioneering ethical sourcing legacy this World Fair Trade Day.

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    Chinese Wok Launches ‘Kurkure Momos’ – A Bold, Crunchy Twist on the Classic Favourite

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    Vinod Cookware Breaks Stereotypes with Mother’s Day Campaign: “Not Every Mom Loves to Cook — and That’s Okay”

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    Kingston Launches “Built on Commitment” Campaign in the APAC Region

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    IPL 2025 suspended amid escalating India-Pakistan tensions; player safety takes priority.

    IPL 2025 suspended amid escalating India-Pakistan tensions; player safety takes priority.

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    Saru – A tale of dreams and resilience of a village girl in a big city

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    JioStar Announces First Jeeto Dhan Dhana Dhan SUV Winner forTATA IPL 2025

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    Sun Bangla celebrates the spirit of Motherhood with ‘Ma—The Eternal Shelter’.

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    A Day with a Legend: Sony BBC Earth Celebrates Sir David Attenborough.

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    Trending Tags

    • Nintendo Switch
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    Pinky Promise Campaign wins IAA-IMC Sustainability contest.

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    Socxo repositions with S.M.A.R.T: Redefining Advocacy Marketing for the Modern Brand.

  • Lifestyle/ Travel/ Inclusivity
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    Admatazz partners with Hyatt Centric Chandigarh for the branding and launch of PVT LTD, an Exclusive Speakeasy.

    Admatazz partners with Hyatt Centric Chandigarh for the branding and launch of PVT LTD, an Exclusive Speakeasy.

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    Unlocking Leadership Potential Through Mindfulness: Transforming Lives with Manish Behl

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  • International Roundup
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    Google’s advertising monopoly faces historic challenge in U.S. antitrust trial

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    Tokenization of digital assets: How blockchain can change the way brands reward customers

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    Communicating travel experiences to communities

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    The future of marketing communications in a digital landscape

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IPL 18: A Blockbuster Adfest with 113% Surge in Ad Volumes in First 13 Matches

News Desk by News Desk
April 8, 2025
in MIM Specials
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IPL 18: A Blockbuster Adfest with 113% Surge in Ad Volumes in First 13 Matches
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Mumbai: The Indian Premier League is no longer just a cricketing spectacle—it’s a high-stakes battleground for brands. The latest TAM report (covering March 22 to April 1, 2025) reveals a staggering 113% increase in ad volumes during the first 13 matches of IPL 18, compared to the same period in IPL 17. With a remarkable influx of new advertisers and categories, the league continues to solidify its status as the ultimate advertising goldmine.

IPL 18 Sees Surge in Brand Participation with Notable Shifts in Category and Advertiser Trends

IPL 18 recorded a 12% increase in the number of advertising categories and a substantial 29% rise in advertisers compared to IPL 17, indicating a significant surge in brand engagement during the tournament.

The Mouth Freshener category emerged as the top contributor to total ad volumes, cementing its dominance this season. Collectively, the top five categories accounted for 44% of the overall ad volumes. Consistently strong performers such as Ecom-Gaming, Mouth Fresheners, and Cellular Phones–Smart Phones maintained their leadership positions across both IPL 17 and 18.

Notably, two of the top five categories in IPL 18 belonged to the Food & Beverages (F&B) sector, signaling growing interest from the FMCG domain in leveraging IPL’s mass appeal.

On the advertiser front, the top five advertisers contributed 30% of total ad volumes, with Parle Biscuits Pvt. Ltd. emerging as the leading advertiser throughout the season—dominating every match except the opener. Sporta Technologies and Vishnu Packaging also sustained their presence among the top advertisers for two consecutive seasons.

IPL 18 also witnessed 20 new categories and 67 new brands entering the ad arena over just five matches—compared to the same number of matches in IPL 17. Among these, ‘Parle Platina Hide & Seek’ led the charge, followed closely by ‘Apple iPhone 16E’, underlining the increasing diversity and competitiveness among new entrants.

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