This mix of legacy brands and modern disruptors showcases IPL’s unmatched platform for reaching wide and varied audiences.
The Indian Premier League (IPL) continues to assert its dominance—not just on the field, but also across commercial platforms. The second update of TAM Sports’ IPL 18 Advertising Report, covering the first 22 matches of the season, reveals significant indexed growth in advertising activity compared to IPL 17. This growth is driven by a broader advertiser base, the introduction of new categories, and the entry of fresh brands.
Although the report does not disclose exact percentage increases, the trends speak volumes. IPL 18 is attracting a more diverse set of advertisers. The inclusion of 24 new advertising categories and 84 new brand entrants underscores the league’s expanding appeal as a premium media property.
At the same time, 23 categories that were present during IPL 17 did not return this season, indicating a dynamic advertising ecosystem that is swiftly adapting to shifting consumer interests and evolving marketing strategies.
In terms of ad volume share, some clear leaders have emerged:
- Mouth Freshener topped the chart with a 13% share of total ad volume.
- Biscuits and Ecom-Gaming followed closely, each contributing 10%.
- Automotive (Cars) and Corporate Financial Institutions completed the top five, each with 5%.
These trends point to IPL’s ability to cater to both traditional FMCG sectors and emerging digital-first categories.
On the brand front, Parle Biscuits Pvt. Ltd. took the lead, emerging as the top advertiser in 21 out of the first 22 matches, and accounting for 10% of total ad volume.
Other key advertisers included:
- Vishnu Packaging (Vimal Elaichi) – 6%
- Reliance Consumer Products – 6%
- Sporta Technologies (Dream11.com) – 4%
- K P Pan Foods (Rajshree Silver Coated Elaichi) – 4%
Together, these five advertisers made up 30% of the total ad volume, reflecting the intense battle for visibility during IPL telecasts.
The 2024 season has also witnessed a surge in new brand activations. Among the 84 new entrants, standout names included:
- Parle Platina Hide & Seek
- Rajshree Silver Coated Elaichi
- AMFI (Association of Mutual Funds in India)
- Campa Energy
- Rapido Bike Taxi
This mix of legacy brands and modern disruptors showcases IPL’s unmatched platform for reaching wide and varied audiences.
TAM Sports’ insights make one thing clear: IPL 18 is far more than a cricket tournament. It’s a powerful marketing engine, constantly evolving in step with changing consumer behavior and advertiser priorities.
