Advertisers aiming to target audiences during the Indian Premier League 2025 season can expect to face higher costs as prices across various segments have been raised by 10-15% compared to IPL 17 in 2024, according to an e4m report citing sources familiar with the developments.
The development comes as no surprise really, seeing as IPL is the “biggest game” in town by a VERY long mile, add to the fact that both the digital and linear TV rights for the annual mega event now reside under one roof – JioStar.
BUT, it is also worth noting that in August 2024, when Reliance and The Walt Disney Company were seeking a final clearance from the Competition Commission of India (CCI) for the $8.5 billion merger of their Indian media assets, certain assurances had been made to assuage regulatory concerns over the merged entity’s grip on broadcasting rights for big ticket cricket.
To get the merger over the line, the two companies had offered concessions to the CCI, including a commitment to not raise advertising rates unreasonably (emphasis ours) for cricket. They also pledged not to bundle and sell advertising slots for different cricket tournaments (which, seen from this perch, was never on the cards in any case).
Which begs the question, are the ad rates increases “unreasonably” high? This is the IPL, so we think not.
Coming back to the ad rates for IPL 2025, as reported by e4m. For TV spots (SD + HD), the floating rate is set at Rs 18 lakh for a 10-second slot. Digital platforms have their own pricing, with mobile ads for IPL priced at Rs 340 CPM and Connected TV ads at Rs 650 CPM. For a more targeted reach, Connected TV spot buys are available at Rs 7.5 lakh for 10 seconds, according to the report.
In comparison, during the 2024 season, TV spot rates (SD + HD) saw a slight increase to around Rs 16.4 lakh per 10 seconds, up from Rs 16 lakh in 2023. Meanwhile, Connected TV spot rates on JioCinema were around Rs 6.5 lakh for 10 seconds.
However, there is uncertainty about the digital ecosystem, particularly whether the tournament will be hosted on a single app or two. Sources in the report indicate that the merged entity JioStar plans to run two distinct apps: a premium service, likely Disney+ Hotstar, and a freemium model under JioCinema.
This dual-platform approach is expected to segment content, catering to both high-end and mass-market audiences, while offering advertisers more precise targeting options, reveals the report.
Back in 2022, IPL media rights for 2023-2027 were split, with Star India securing television rights and Viacom18 taking the digital streaming rights.
“This consolidation is expected to enhance the value proposition for advertisers by offering a seamless blend of traditional TV, mobile, and connected TV platforms. Advertisers are likely to see IPL 2025 as a unique opportunity to leverage the enhanced distribution network and innovative advertising solutions resulting from the merger,” noted a media planner in the report.
IPL 2024 saw significant growth, with Star Sports Network’s reach increasing by 10%, while JioCinema’s reach soared over 50% compared to 2023, states the report.
