The 18th season of the Indian Premier League (IPL 2025) has seen a steady growth in television advertising, with TAM Sports reporting a 6% increase in ad volumes compared to the previous season. Analysing the first 40 matches of IPL 18, TAM’s report reveals significant shifts in both advertiser and brand participation.
Ad volume index rose from 100 in IPL 17 to 106 in IPL 18, supported by an expansion in telecast channels—from 24 last year to 28 this season. While the number of advertising categories saw a slight dip from over 60 to over 55 (a 6% drop), the number of advertisers jumped 15% (from over 70 to 80+), and brands increased by 20% (from 120+ to over 145).
Parle Biscuits retained its position as the top advertiser, contributing 10% of total ad volumes. It was followed by Vishnu Packaging (7%), Reliance Consumer Products (6%), Dream11 (5%), and K P Pan Foods (4%). The mouth freshener category led with a 13% share, followed by biscuits (10%), e-commerce gaming (9%), aerated soft drinks (6%), and financial institutions (5%).
IPL 18 also introduced 21 new product categories and 102 new brands, including Parle Platina Hide & Seek and Campa Cola. Advertisers leveraged national channels for brands like Amul Butter, while regional slots favored Vimal Elaichi.
These trends underscore the IPL’s continued strength as a preferred platform for advertisers, reflecting its expansive reach and growing brand engagement.
