IPL: 7% growth in TV ad volume, 21% surge in brands

IPL 18 has recorded a 7% growth in TV ad volume along with a 21% increase in number of brands compared to the last season, according to TAM Report on IPL advertising.

According to the report, which compiled the data for a total of 22 matches from March 22 to April 8 2025, the indexed ad volume growth on television for IPL 18 so far, compared to IPL 17, shows a slight increase, with IPL 17 indexed at 100 and IPL 18 at 107, indicating a 7% growth in ad volumes.

The report also detailed the count of categories and advertisers across IPL 18 till the 22 matches played so far, and IPL 17. 

In IPL 18, there were over 55 categories, over 70 advertisers and more than 125 brands that were onboarded, which are higher than the last season of then tournament when it recorded 2% lesser categories.

Among advertisers and brands, this season saw a 14% and 21% jump respectively, compared to IPL17. 

Top category of advertisers for IPL 18 was led by mouth freshener with a 13% share, followed by biscuits at 10%, e-commerce at 10%, cars at 6%, and corporate-financial institutes at 5%. 

In contrast, IPL 17 was dominated by e-commerce/gaming with a 19% share, followed by range of food products at 10% share, mouth freshener at 10%, cellular phones-smart phones at 5% and securities/sharebroking organization at 5%. 

Additional insights reveal new categories and brands in IPL 18 compared to IPL 17. 

There were 24 new categories introduced in IPL 18, including biscuits, e-com-auto rental services, properties/real estate, retail outlets-clothing/textiles/fashion, and tyres. 

Similarly, 84 new brands emerged, such as Parle Platina Hide & Seek, Rajshree Silver Coated Elaichi, AMFI (Association of Mutual Funds in India), Campa Energy Drink, and Rapido Bike Taxi & Auto App. 

These figures underscore the evolving advertising landscape during the IPL 2025 season, with a notable diversification in both categories and brands.