TAM Sports has released the TAM Sports – IPL 18 Advertising Report, which has analysed data from the first 22 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 22 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
Indexed Ad Volume Growth on Television for IPL 18 Vs IPL 17 (22 Matches)
>> IPL 2025 Advertising Volumes Surge by 7%, Exceeding Previous Season’s 22-Match Milestone.
Count of Categories & Advertisers in IPL 18 and IPL 17 (22 Matches)
>> IPL 2025 Witnesses Strong Brand Momentum: 2% Growth in Categories, 14% Rise in Advertisers, and 21% Surge in Brands, Reflecting advertiser’s Confidence in IPL’s Broad Consumer Reach.
Top Categories and Advertisers of IPL 18 and IPL 17 (22 Matches)
>> Among the leading advertisers, Parle Biscuits Pvt. Ltd. secured the top position in all the 21 matches except the opening game.
>> 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 for 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 22 matches.
>> Notably, two 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 (22 Matches)
> 24 new categories and 84 new brands advertised in 22 matches of IPL 18 compared to same no. of matches in IPL 17.
> Among the 84 new brands, ‘Parle Platina Hide & Seek’ was the leading brand followed by ‘Rajshree Silver Coated Elaichi’.
Source: TAM Sports (A Division of TAM Media Research)
Event: Indian Premier League
IPL 2024: 22nd Mar’24 to 31st Mar’24
IPL 2025: 22nd Mar’25 to 1st Apr’25
Advertising Type: Commercial Advertising on Television || Only Live Matches; Excluding Pre-Mid-Post Programs
Excludes Promos, Fillers, Short Programs || % share based on Ad Volumes
Count of channels during IPL 18 are 28 and during IPL 17 it was 24
