The report points to a notable increase in Free Commercial Time (FCT) compared to previous seasons.
Mumbai: The 18th season of the Indian Premier League (IPL 2025) has witnessed a substantial rise in television advertising, according to the latest TAM Sports Advertising Report covering the first 40 matches. The findings highlight strong momentum in brand engagement during live match broadcasts, further cementing the tournament’s position as a premier platform for advertisers.
The report points to a notable increase in Free Commercial Time (FCT) compared to previous seasons. The indexed growth in ad volumes signals a healthy boost in brand visibility during live matches — excluding pre-match, mid-match, and post-match content — providing a sharper focus on core engagement metrics.
A key highlight from IPL 18 is the expansion in broadcast reach. Matches were telecast across 28 channels, up from 21 during IPL 14, reflecting heightened advertiser interest and a drive to connect with a wider and more diverse regional audience.
By focusing solely on commercial advertising — and consciously excluding promos, fillers, and short programming — the report offers a clear and precise view of brand-led activity during the tournament.
Sector-wise, e-commerce, fintech, beverages, and gaming emerged as the primary contributors to advertising volumes. This aligns with current consumer behavior trends in India, particularly the growing influence of mobile-first and digitally savvy audiences.
The report has also highlighted a consistent year-on-year rise in brand investments in IPL broadcasts, particularly from industries aiming to capitalize on India’s expanding digital and consumer markets.
As IPL continues to strengthen its reputation as a marquee advertising event, the strong showing in its 18th season reaffirms the tournament’s critical role in driving brand strategies and connecting with India’s increasingly connected consumers.
