This rise comes despite already high benchmarks set in the previous season, signaling sustained advertiser confidence in IPL’s unparalleled consumer reach and scale.
Mumbai: IPL 2025 (IPL 18) has delivered a robust performance on the advertising front, with television ad volumes growing by 8% compared to IPL 2024 (IPL 17), across the first 31 matches. This rise comes despite already high benchmarks set in the previous season, signaling sustained advertiser confidence in IPL’s unparalleled consumer reach and scale.
Growth in Advertisers and Brands
- The number of advertisers increased by 16%, while brand count rose by 23% year-on-year.
- This growth indicates a renewed momentum among brands leveraging IPL’s mass engagement, even as the category count remained steady, pointing to deeper investment within existing sectors.
Top Advertisers & Category Highlights
- Parle Biscuits Pvt. Ltd. emerged as the most dominant advertiser, topping the charts in 30 out of the 31 matches, only missing out on the opening game.
- The top 5 advertisers—including Parle Biscuits, Sporta Technologies, K P Pan Foods, and Vishnu Packaging—contributed to 31% of the overall ad volumes, maintaining a stronghold from the previous season.
- At the category level, the top five accounted for over 40% of total ad volumes.
- Mouth Fresheners and Ecom-Gaming retained their spots among the most advertised categories.
- Notably, three out of the top five categories in IPL 18 hailed from the Food & Beverages (F&B) segment.
- The Mouth Freshener category emerged as the dominant contributor in terms of total ad volumes.
New vs. Dropped Categories & Brands
- 23 new categories and 96 new brands made their presence felt in IPL 18 compared to IPL 17 (across the same 31-match span).
- Leading new brands included Parle Platina Hide & Seek and Rajshree Silver Coated Elaichi.
Regional vs. National Channel Insights
- The cross-channel advertising landscape saw 104 brands advertising on both Hindi+English national sports channels and regional sports channels.
- Amul Butter led as the top exclusive brand on national (Hindi + English) sports channels.
- Meanwhile, Reliance Trends took the top spot among exclusive advertisers on regional language sports channels.
- Vimal Elaichi dominated the list of common brands featuring prominently across both national and regional platforms.