TAM SPORTS HAS RELEASED its IPL 19 Advertising Report, which has analysed data from the first 13 games of this year’s 19th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 18.
The points (for 13 Matches) that are covered in this report include:
· Indexed growth of IPL 19 over IPL 18
· Count of Categories and Advertisers IPL 19 over IPL 18
· Top Categories and Advertisers of IPL 19
· New Categories and Brands in IPL 19 compared to IPL 18
Indexed Ad Volume Growth on Television for IPL 19 Vs IPL 18
>> Following a strong start, IPL 2026 recorded a marginal 3% dip in ad volumes—based on a like-to-like analysis of the first 13 matches in both seasons —primarily impacted by a rain-abandoned match and comparatively lower ad intensity during afternoon games.
Count of Categories & Advertisers in IPL 19 and IPL 18
>> Across the first 13 matches, IPL 19 saw a marginal dip in ad volumes vs IPL 18, alongside a 22% narrower category mix and 31% fewer advertisers — reflecting a more concentrated, high-intensity ad landscape.
Top Categories and Advertisers of IPL 19 and IPL 18
>> Mouth Fresheners category dominated in both IPL 18 and 19 with 11% and 14% of total ad volumes, while category under Ecommerce stands at second position in both IPL Seasons.
>> Collectively, the top five categories accounted for 45% of total ad volumes. Mouth Fresheners emerged as only category featuring among the top five categories in both IPL 19 and IPL 18.
>> Notably, top 5 categories were from different sectors in IPL 19, while two of the top five categories in IPL 18 were from the Food & Beverages (F&B) sector.
>> The top 5 advertisers in IPL 19 contributed nearly 40% of the overall ad volumes, with Google taking the lead. Reliance Consumer Products and Vishnu Packaging continued their strong presence, appearing among the top advertisers in both IPL 19 and IPL 18.
>> Among the leading advertisers, Google secured the top position in all the first 13 matches of IPL 19.
New Categories and Brands in IPL 19 compared to IPL 18 and Categories not in IPL 19 compared to IPL 18
> 10 new categories and 47 new brands advertised in 13 matches of IPL 19 compared to same no. of matches in IPL 18.
> Among the 47 new brands, ‘Google Search Engine’ was the leading brand followed by ‘Google Gemini’.
