The Indian Premier League (IPL) 2025 has experienced a significant boost in television advertising, with volumes increasing by 12% compared to the previous season, according to a new report from TAM Sports.
Analyzing the first 13 matches of IPL 18 (March 22 to April 1, 2025), researchers found that indexed ad volumes rose from 100 in IPL 17 to 112 in the current season. This growth coincides with an expansion in broadcasting channels, which increased from 24 to 28, creating more advertising opportunities during live matches.
The tournament has become increasingly attractive to a wider range of advertisers, with a 13% rise in advertising categories (from over 45 to over 50) and a 31% increase in the number of advertisers (from over 50 to over 65).
Mouth Fresheners emerged as the leading category with an 11% share, overtaking Ecom-Gaming, which dropped from 19% last season to 10% this year. Biscuits (9%), Cars (7%), and Cellular Phones-Smart Phones (5%) complete the top five categories.
Parle Biscuits has claimed the top advertiser position with a 9% share, followed by Vishnu Packaging (Vimal Elaichi) at 6%, Reliance Consumer Products at 5%, and both Sporta Technologies (Dream11.com) and Billion Brains Garage Ventures (Groww) at 4% each. This marks a notable shift from IPL 17, when Dream11 led advertising with an 11% share.
The current season has also introduced 23 new advertising categories and 83 new brands, with Parle Platina Hide & Seek leading the newcomers, further highlighting IPL’s growing importance in India’s advertising landscape.
