The Indian Premier League (IPL) 2025, in its 18th season, remains a vital platform for advertisers, with television commercials playing a crucial role in reaching millions of viewers. According to the latest TAM Sports Advertising Report, covering the first 57 matches, commercial ad volumes on television grew by 1.4% compared to the same period in IPL 2024. This growth was supported by an increase in broadcasting channels, from 24 to 28, allowing brands to reach a broader audience across regions and demographics.
The report highlights shifts in the top advertising categories for IPL 18. Mouth fresheners emerged as the leading category, overtaking ecom-gaming, which dropped to third place. Biscuits became the second-largest category, with a notable rise from its absence in the top five in IPL 17. The top five categories also included aerated soft drinks and cars, replacing categories like food products and perfumes/deodorants.
Among advertisers, Parle Biscuits topped the list, followed by Vishnu Packaging, Reliance Consumer Products, Sporta Technologies, and AMFI. These top five advertisers collectively accounted for 31% of ad volumes, underscoring their significant investment in the IPL platform. The report also notes that there were 25 new advertising categories and 128 new brands, with advertisers increasing by 23.46% and brands growing by 25.71%.
The IPL’s continued appeal for established and new brands is evident, with the platform offering a wide reach across 28 channels. Regional channels featured exclusive ads from brands like Parle Wafers and Walkmate, while Hindi+English channels saw ads from Amul products. Vimal Elaichi was the leading common brand across platforms. The growth in ad volumes and the increase in new advertisers and brands demonstrate the IPL’s enduring value as a marketing platform, allowing brands to reach a vast and diverse audience. Overall, the IPL remains a key platform for advertisers, with television commercials playing a central role in reaching millions of viewers.