IPL: Parle, Apple 16E, Rajshree Elaichi top advertisers in first 5 matches
Television advertising for IPL 18 has seen a rise in the number of categories and advertisers compared to IPL 17, as per TAM Sports‘ recent report
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Published: Apr 1, 2025 9:53 AM | 2 min read
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TAM Sports‘ recent report on commercial advertising shows that television ad volumes for the Indian Premier League (IPL) have grown by 7% in IPL 18 compared to IPL 17 over the first five matches. Indexed ad volume for IPL 17 stood at 100, while IPL 18 recorded an increase to 107.
Television advertising for IPL 18 has seen a rise in the number of categories and advertisers compared to IPL 17 over the first five matches as well. The count of advertising categories increased by 12%, from more than 40 in IPL 17 to more than 45 in IPL 18. The number of advertisers grew by 29%, from 40+ in IPL 17 to 55+ in IPL 18.
Speaking of top categories and advertisers, Mouth Fresheners have taken the lead in IPL 18 with an 11% share whereas Ecom-Gaming dominated IPL 17 with a 19% share, as per the report.
In IPL 18, Ecom-Gaming holds the second spot with a 10% share, followed by Biscuits and Cellular Phones-Smart Phones, both contributing 8% each. Cars have also entered the top five with a 6% share.
In contrast, IPL 17 saw Ecom-Gaming as the top category at 19%, followed by Mouth Fresheners at 10% and Cellular Phones-Smart Phones at 9%.
The first five matches of IPL 18 have seen a range of new brands with Parle Platina Hide & Seek leading the list, followed by Apple with its iPhone 16E. Other new entrants include Rajshree Silver Coated Elaichi, Campa Energy Drink, and AMFI (Association of Mutual Funds in India).
"Among the leading advertisers, Parle Biscuits Pvt. Ltd. secured the top position in all matches except the opening game," said the report.
New categories in IPL 18 include Biscuits, Cars, Corporate-Financial Institutes, Ecom-Other Services and Ecom-Auto Rental Services. While certain categories from IPL 17, such as Airtel Xstream Fiber, Fogg, Kamla Pasand Silver Coated Elaichi, and Cadbury’s Dairy Milk Chocolate were notably absent from this season’s advertising roster.
Overall, 20 new categories and 67 new brands advertised in 5 matches of IPL 18 compared to the same no. of matches in IPL 17.
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