IPL 2025: No. of advertisers for first 70 matches up 27% from last season

Parle Biscuits tops advertiser list of IPL 2025, sees 28 percent rise in ad brands  

TAM Sports has unveiled a report on television advertising volumes, revealing that live matches of the Indian Premier League (IPL) 2025 registered a 0.4% increase compared to the same stage in IPL 2024. The analysis, which covers the first 70 matches of the season and excludes pre-match, mid-match, and post-match programming, indicates a steady year-on-year performance in ad volume.

The report highlights that the number of advertisers in IPL 2025 rose by 27 per cent, while the count of advertising brands grew by 28 per cent during the first 70 matches compared to IPL 2024. However, the number of product categories remained consistent across both seasons.

Parle Biscuits was the leading advertiser during IPL 2025’s first 70 matches. The top five advertisers, including Parle Biscuits, Sporta Technologies, K P Pan Foods, and Vishnu Packaging contributed 29 per cent of the total advertising volume. Sporta Technologies, K P Pan Foods, and Vishnu Packaging featured among the top advertisers in both IPL 2025 and IPL 2024.

In terms of categories, the top five collectively accounted for more than 40 percent of the total ad volumes. E-commerce gaming and mouth fresheners were present in the top five categories in both seasons. Three of the top five categories in IPL 2025 belonged to the food and beverages (F&B) sector, with mouth fresheners leading in ad volume.

TAM Sports also reported the entry of 27 new categories and 141 new brands in IPL 2025 compared to IPL 2024. Among the new entrants, Parle Platina Hide & Seek was the top advertising brand, followed by Rapido Bike Taxi & Auto Appi.

In terms of platform-specific advertising, Paper Boat Swing Coconut Water Drink was the top exclusive brand on Hindi and English sports channels, followed by Amul Butter. On regional language sports channels, IPL franchise Sunrisers Hyderabad was the top exclusive brand.

A total of 178 brands advertised across both regional and national Hindi and English sports channels during the first 70 matches of IPL 2025. Vimal Elaichi topped the list of common brands, followed by Parle Platina Hide & Seek.

The report also identified five categories that advertised in IPL 2024 but were absent in IPL 2025's first 70 matches. These included chocolates, branded salts, cement, toilet cleaners, and floor cleaners.