Tag: IPL18

IPL 18 advertisers score big as FMCG, gaming and finance jostle for air-time

MUMBAI: It’s not just the players smashing boundaries—advertisers are on a powerplay of their own. According to TAM Sports’ latest report on IPL 18 (covering the first 70 matches between 22 March and 27 May 2025), this season saw a brand barrage with more than 190 brands, 105+ advertisers, and 70+ categories vying for attention on TV.

That’s a 27 per cent jump in advertiser count and nearly 28 per cent rise in brand presence compared to IPL 17. Clearly, the advertising pitch is just as lively as the one at Eden Gardens. The commercial ad volumes for the first 70 matches of IPL 18 nudged past last season’s levels, with indexed TV ad volumes clocking in at 100.4, a whisker above the IPL 17 baseline of 100.
Top five advertising categories in IPL 18 (by ad volume share):
1. Mouth Fresheners – 12.78 per cent (up from 11.45 per cent in IPL 17)
2. Biscuits – 9.77 per cent
3. Ecom-Gaming – 6.83 per cent (down from 11.04 per cent in IPL 17)
4. Aerated Soft Drinks – 5.89 per cent
5. Corporate-Financial Institutes – 5.34 per cent

Mouth fresheners held on to their crown, showing that Indian advertisers still believe freshness sells, especially between overs. Biscuits crunched their way into the No. 2 spot, while ecom-gaming slipped a few spots—perhaps signalling ad fatigue or recalibrated spends post-pandemic highs.

What’s also notable is the diversification of the ad pie. From perfumed pitches to cooling sales strategies (think air conditioners), the IPL has cemented itself as the go-to platform for mass-market and digital-first brands alike.

As digital integration and CTV platforms begin syncing with traditional TV, IPL is morphing into a full-spectrum advertising festival. The brand blitz isn’t slowing down—if anything, it’s gearing up for a full 360-degree spin shot in IPL 19.

June 2, 2025
TAM Sports: IPL 18 ad frenzy – brands swing for the fences as ad volumes hit record highs

MUMBAI; The wickets may be tumbling on the pitch, but in the advertising arena, it’s pure carnage — with brands smashing sixes every over. Fresh data from TAM Sports shows that ad volumes for IPL 18 (first 40 matches) have surged past last year’s figures, underlining one unchanging truth: nothing unites — or excites — Indian marketers like cricket.

The numbers tell a story of big bets and even bigger ambitions.

The top five categories — e-commerce gaming, pan masala, aerated soft drinks, digital wallets, and biscuits — have steamrolled the competition, grabbing nearly 60 per cent of the ad pie. In a cricket-mad nation, snack cravings and fantasy sports dreams are, clearly, recession-proof.

Leading the advertising scoreboard are heavy-hitters like Dream11, Parle Products, Sporta Technologies, KP Pan Foods, and PepsiCo India. Dream11, in particular, seems to be playing Test cricket while others are stuck in a T20 mindset — blanketing screens with a relentless media barrage.

But it’s not just the usual suspects jostling for screen time.

IPL 18 has welcomed a new squad of ambitious rookies: online payment apps, solar energy brands, smartwatches, and a fresh wave of wearable tech firms, all eager to cash in on the cricketing carnival. The brand line-up today mirrors a new India — digital-first, experimental, and willing to go big.

The scale-up is staggering:
* TV ad volumes during IPL 18 are over three times higher than in the pre-IPL season.
* New categories have grown by over 25 per cent year-on-year.
* Connected TV advertising has spiked, with brands now chasing the living room, the bedroom, and even the metro ride home.

Sports channels are having a summer of dreams, while GECs and movie channels quietly sulk. Every IPL season rewrites the broadcast pecking order — and 2025 is no exception.

Beyond TV, the smart money is on a multi-screen blitzkrieg. Brands are synchronising 10-second TV spots with mid-match mobile banners, OTT pre-rolls, and influencer-led meme storms. If you’re breathing and own a device, chances are someone is trying to sell you a soft drink, an SUV, or a fantasy cricket app right now.

Bottom line: IPL is no longer just a sports tournament; it’s India’s biggest marketing Super Bowl — stretched over two luxurious months.

The brands that win this season won’t just outspend rivals; they’ll outthink, out-hustle, and out-wow them.
Because in IPL 18, as in cricket, it’s not the cautious that survive. It’s the ones who know when to send it sailing into the stands.

April 28, 2025
IPL 2025 advertising volumes surge by seven per cent: 22 match scorecard from TAM Sports

MUMBAI: Advertising volumes for the Indian Premier League (IPL) have jumped by seven per cent in 2025, surpassing the previous season’s 22-match milestone. The tournament, cricket’s glitziest carnival, continues to be an advertiser’s dream with volumes climbing from 100 in IPL 17 to a whopping 107 in IPL 18, according to TAM Sports (A Division of TAM Media Research).

The league’s magnetic pull for brands remains undeniable, with the latest data showing remarkable growth across the board. IPL 2024 witnessed a two per cent growth in categories, 14 per cent rise in advertisers, and an impressive 21 per cent surge in brands – clear evidence of advertisers’ unwavering confidence in the tournament’s broad consumer reach.

Among the heavy hitters, Parle biscuits claimed the top spot across all 21 matches (barring the opening game). The top five advertisers in IPL 18 accounted for 30 per cent of overall volumes, with Parle Biscuits leading the charge while Sports Technologies and Volini Packaging maintained their strong presence in both IPL 18 and IPL 17.

Collectively, the top five categories represented more than 40 per cent of total ad volumes. Ecom-gaming and mouth freshener emerged as recurring crowd-pleasers, featuring prominently in both seasons. Notably, two of the top five categories in IPL 18 came from the food & beverages sector, with mouth freshener dominating IPL 18’s advertising landscape.

The tournament also welcomed 24 new categories and 84 new brands advertising across 22 matches compared to IPL 17. Among these fresh faces, Parle Platina Hide & Seek established itself as the leading newcomer, followed by Rajshree Silver Coated Elaichi.

With these numbers, IPL continues to prove it’s not just cricket’s biggest party – it’s also the advertising world’s most lucrative playground.

April 14, 2025
IPL18 ad-splosion – brands in a frenzy for cricket’s hottest ticket: TAM data, 13 matches

MUMBAI: The Indian Premier League (IPL) is not just a sporting event; it’s an advertising goldmine. New data (22 March to 1 April 2025) from TAM Sports indicates a massive surge in ad volumes, with IPL 18 experiencing a 112 per cent increase for the first 13 matches compared to IPL 17 (22-31 March 2024 ). The scramble for screen time is intense.

IPL 18 is attracting a wave of new players. The number of competing categories has risen by 13 per cent, and the number of advertisers has jumped by an impressive 31 per cent. Brands are clearly banking on the IPL’s broad appeal to connect with India’s passionate cricket audience.

Mouth freshener brands are currently leading the pack, commanding an 11 per cent share of ad volumes. Ecom-gaming and biscuits are also major contenders, with 10 per cent and nine per cent shares respectively.

The top five categories collectively account for over 40 per cent of all ad volumes, highlighting the fierce competition at the top. While ecom-gaming and cellular phones maintain a strong presence, the food and beverage sector is making a significant push, with two of the top five categories originating from it.
Parle Products holds the top position among advertisers, securing nine per cent of the ad share. The top five advertisers together account for 28 per cent of the total ad volumes.

IPL 18 is also marked by significant change. 23 new categories and 83 new brands have entered the advertising arena. Emerging categories include cars, ecom-auto rental services, and fashion outlets. In contrast, categories such as range of food products and chocolates are absent this season.

New brands vying for attention include Platina Hide & Seek and Campa Energy Drink. The advertising landscape is dynamic, with brands fiercely competing for visibility.

As the IPL action unfolds on the field, an equally compelling drama is playing out in the advertising world. The stakes are high, and the competition is relentless.

April 7, 2025
TAM Sports: Ad volumes surge as IPL 2025 hits a six with brands

MUMBAI: The latest advertising fiesta around Indian Premier League cricket has bowled over expectations, with commercial volumes jumping sevem per cent in the first five matches of IPL 2025 compared to last year’s opening spell.

The IPL advertising carnival, which kicked off on 22 March, has attracted a whopping 29 per cent more advertisers (55+ in IPL18 vs 40+ in IPL17) than the previous season, according to data from TAM Sports. The number of product categories hawking their wares has also climbed by 12 per cent (45+ vs 40+), suggesting marketers are stumping up more cash for India’s premier sporting extravaganza.

Mouth fresheners have emerged as the surprise package this season, gobbling up 11 per cent of total advertising time and displacing last year’s champion, the gaming platforms. These minty merchants, led by Vishnu Packaging’s Vimal Elaichi, clearly believe cricket fans need fresh breath while biting their nails during nail-biting finishes.

The digital gaming sector hasn’t thrown in the towel, however, claiming the second spot with a hefty 10 per cent share of advertising volumes. Dream11.com’s parent Sporta Technologies remains a formidable presence, though it has slipped from last year’s top advertiser position.

Biscuit baron Parle has crumbled the competition to claim the advertiser’s crown, contributing 8 per cent of total ad volumes. Its Platina Hide & Seek brand made its IPL debut as the most prominent among 67 new brands that have joined the advertising innings this season.

Tech giant Apple has also dialled up its presence, with its iPhone 16E campaign helping the company secure third place among top advertisers.

The food and beverages sector continues to have a healthy appetite for cricket audiences, with two of the top five advertising categories coming from this segment. Meanwhile, automobile makers have driven into the top five for the first time, with the ‘Cars’ category parking itself in fifth position with a six per cent share.

As the cricketing carnival continues, brands are clearly betting big on the IPL’s ability to deliver eyeballs. With 28 channels now broadcasting the cricket extravaganza—up from 24 last year—advertisers have more platforms than ever to bowl over potential customers during the six-week sporting spectacle.

April 1, 2025