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The count of advertisers grew 30 per cent to over 110 in this year’s IPL
The recently concluded Indian Premier League Season garnered 10.5 per cent growth in terms of ad volume over the previous season, as per the latest data released by TAM Sports, a division of TAM Media Research.
The data analysed the commercial ad duration across 28 channels on which the IPL matches were telecast live. Mouth fresheners and biscuits were among the top two advertised categories during this season of IPL.
“Average ad volume per channel per match increased by 0.5 per cent in IPL 18 compared to IPL 17. Ads of ten seconds were most preferred during commercial breaks in IPL, followed by 10-20 seconds ads,” the TAM Sports report stated.
The count of advertisers grew 30 per cent to over 110 in this year’s IPL, while number of brands advertised grew by 29 per cent to over 200.
In terms of categories, Mouth fresheners topped the charts with 13 per cent share of ad volumes, followed by biscuits with 9 per cent share. Online gaming, aerated soft drinks and corporate financial institutes were also among the top five most advertised categories in this season of the T20 league. “During IPL 18, the top five categories accounted for 40 per cent of the total ad volume, compared to 43 per cent in IPL 17,” the report stated.
Food and beverages (36 per cent), services (23 per cent), automobiles (9 per cent), BFSI (8 per cent) and building , industrial and land materials (5 per cent) were among the top five sectors that advertised heavily in terms of share of ad volumes during the recently concluded IPL.
Parle Biscuits was the top advertiser with 8 per cent share of ad volumes. Other advertisers in the top five list included Vishnu Packaging (Vimal Elaichi), Reliance Consumer Products, KP Pan Foods and Sporta Technologies. These top five advertisers accounted for 27 per cent share of overall ad volumes of IPL 18.
However, in terms of brands’ share of ad volumes, Vimal Elaichi emerged as the most advertised brand at 6 per cent share. Parle Platina Hide & Seek, Campa Cola, Dream11 and Association of Mutual Funds in India were among the top five brands advertised during the live matches. These top five brands accounted for 22 per cent share of ad volumes in IPL 18.
Published on June 11, 2025
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