Amul Butter rules Hindi+English airwaves; Sunrisers Hyderabad steals the show in regional markets.
Mumbai: The latest TAM Sports report, analyzing the first 62 matches from March 22 to May 20, 2025, highlights key TV advertising trends during live match broadcasts across 28 channels—up from 24 in IPL 2024.
TV ad volumes saw a marginal decline of 1.12% compared to IPL 17, with the indexed volume standing at 98.9 versus 100. Despite this dip, the advertiser count rose by 23.8% to over 100, while the number of brands grew by 25.85% to over 180. The number of categories remained stable at over 65.
Mouth Fresheners emerged as the top advertising category with a 13% share, followed by Biscuits at 10%. Other prominent categories included Ecom-gaming, aerated soft drinks, and corporate-financial institutions—marking a shift from IPL 17, which saw greater dominance of Ecom-gaming and various food products. Parle Biscuits led among advertisers with an 8% share, followed by Vishnu Packaging (Vimal Elaichi) at 7%, and Reliance Consumer Products at 6%.
The report identified 27 new categories this season, including Biscuits and Retail Outlets–Clothing/Textiles/Fashion, while 28 categories, such as Chocolates and Cement, did not return. Among 133 new brands, standouts included Parle Platina Hide & Seek, Rapido Bike Taxi & Auto App, and Rajshree Silver Coated Elaichi—reflecting the tournament’s strong appeal for new market entrants.
Amul Butter led the list of exclusive brands on Hindi+English channels, while IPL Sunrisers Hyderabad was the top brand on regional channels. Vimal Elaichi dominated as the leading common brand across both. With 104 brands advertising on both channel types, IPL continues to offer unmatched reach and visibility.
