TAM Sports has released the TAM Sports – IPL 18 Advertising Report, which has analysed data from the first 62 games of this year’s 18th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 17.
The points (for 62 Matches) that are covered in this report include:
· Indexed growth of IPL 18 over IPL 17
· Count of Categories, Advertisers and Brands IPL 18
· Top Categories and Advertisers of IPL 18
· New Categories and Brands in IPL 18 compared to IPL 17
(Count of channels during IPL 18 are 28 and during IPL 17 it was 24)
Indexed Ad Volume Growth on Television for IPL 18 Vs IPL 17 (62 Matches)
>> Advertising volumes for IPL 2025 declined by 1.1%, falling short of the benchmark set during the 62-match season of the previous year.
Count of Categories & Advertisers in IPL 18 and IPL 17 (62 Matches)
>> IPL 2025 Witnesses Strong Brand Momentum: Advertisers count up by 24%, Brand Count Grows 26%, Reflecting advertiser’s Confidence in IPL’s Broad Consumer Reach; Category Count remains steady.
Top Categories and Advertisers of IPL 18 and IPL 17 (62 Matches)
>> Among the leading advertisers, Parle Biscuits secured the top position during IPL 18 in first 62 Matches.
>> The top 5 advertisers in IPL 18 contributed 30% of the overall ad volumes, with Parle Biscuits taking the lead. Sporta Technologies and Vishnu Packaging continued their strong presence, appearing among the top advertisers in both IPL 18 and IPL 17.
>> Collectively, the top five categories accounted more than 40% of total ad volumes. Ecom-Gaming and Mouth Freshener emerged as recurring leaders, featuring among the top five categories in both IPL 18 and IPL 17 for first 62 matches.
>> Notably, three of the top five categories in IPL 18 were from the Food & Beverages (F&B) sector.
>> In IPL 18, the Mouth Freshener category dominated with total ad volumes.
New Categories and Brands in IPL 18 compared to IPL 17 and Categories not in IPL 18 compared to IPL 17 (62 Matches)
> 27 new categories and 133 new brands advertised in 62 matches of IPL 18 compared to same no. of matches in IPL 17.
> Among the 133 new brands, ‘Parle Platina Hide & Seek’ was the leading brand followed by ‘Rapido Bike Taxi & Auto Appi’.
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels in IPL 18 (62 Matches)
> Amul Butter was top exclusive brand on Hindi+English language Sports Channels, whereas on Regional language Sports Channels, IPL Sunrisers Hyderabad secured 1st position.
> Total 169 brands advertised on both Regional and Hindi+English sports channels during 62 matches of IPL 18. “Vimal Elaichi” dominated the Top 5 Brand List for Common Brands on both Hindi+English & Regional language Sports Channels.
