Ad index climbs to 100.5 across 28 channels as brand participation and advertiser count see significant growth
TV advertising during IPL 2025 saw a 10.5% increase in ad volume compared to IPL 2024 (IPL 17), according to data released by TAM Sports. The average ad volume per channel per match grew modestly by 0.5%, with the tournament broadcast across 28 channels, up from 25 last season. The overall ad index for IPL 2025 reached 100.5.
The tournament attracted over 105 advertisers-a 30% increase year-on-year and more than 190 brands, marking a 29% growth. The number of advertising categories remained steady at 70+, indicating continued category diversity despite a sharper focus by brands.
The Food & Beverages (F&B) sector dominated advertising with a 36% share, followed by Services (23%) and Automotive (9%), collectively accounting for 80% of total ad volume. Among categories, Mouth Fresheners led with a 13% share, followed by Biscuits (9%) and Ecom-Gaming (6%).
Top advertisers included Parle Biscuits (8%), Vishnu Packaging (6%), and Reliance Consumer Products (6%). Among brands, Vimal Elaichi emerged as the front-runner with a 6% share, maintaining its strong presence, while Dream11.com continued its consistent showing across seasons.
Interestingly, 25+ new categories made their debut this season, including Properties/Real Estate and Cellular Phone Services, while older categories like Chocolates and Cement were notably absent.
In terms of platform-wise presence:
- Amul Butter led on Hindi + English language channels
- IPL Sunrisers Hyderabad topped among regional feeds
- Vimal Elaichi remained the most common brand across 186 shared platforms
A major shift was seen in ad duration preferences-with sub-10 second ads becoming the most used format, a departure from IPL 17, where 11–20 second ads were more popular.
The final match of the season recorded the highest ad volume spike, reflecting the tournament’s crescendo in viewership and advertiser interest. According to TAM Sports, the 2025 edition reaffirms IPL’s position as a premier advertising platform, offering a balanced mix of new entrants and returning brand heavyweights.
