IPL 2025 Advertising Volumes Surge, Reflecting Strong Brand Engagement
2 min read
The Indian Premier League (IPL) 2025 has demonstrated its continued appeal to advertisers, with television advertising volumes increasing by 6% compared to the previous season. According to a report by TAM Sports, this growth underscores the league’s robust position as a premier platform for brand visibility.
Expanded Broadcast Reach and Advertiser Participation
The current season has expanded its broadcast reach to 28 channels, up from 24 in the previous edition. This broader distribution has contributed to a 15% increase in the number of advertisers, rising from over 70 to more than 80. Additionally, the number of brands participating has grown by 20%, from over 120 to over 145, indicating a strategic shift towards more brands leveraging the IPL platform and therefore rise in IPL 2025 advertising volumes.
Category Dynamics and Top Advertisers
While the number of advertising categories has seen a slight decline of 6%, from over 60 to over 55, certain sectors have shown significant activity. Mouth Fresheners have emerged as the leading category, commanding a 13% share of ad volumes. This is followed by E-commerce Gaming at 9%, Biscuits at 10%, Aerated Soft Drinks at 6%, and the Corporate-Financial Institute sector at 5%.
At the advertiser level, Parle Biscuits continues to lead, accounting for 10% of total ad volumes. Vishnu Packaging follows with 7%, Reliance Consumer Products at 6%, Dream11 at 5%, and K P Pan Foods at 4%.
Introduction of New Categories and Brands
The 2025 season has seen the introduction of 21 new advertising categories, with notable additions such as Biscuits. Furthermore, 102 new brands have made their IPL advertising debut, including Parle Platina Hide & Seek and Campa Cola, highlighting the league’s ability to attract both established and emerging brands.
Regional Advertising Strategies
The report also notes regional variations in advertising. National channels predominantly featured advertisements for Amul Butter, while regional channels saw a greater emphasis on Vimal Elaichi, indicating targeted advertising strategies based on audience demographics and preferences.
Historical Context and Continued Growth
The current increase in advertising volumes aligns with historical trends, such as the 217% surge observed during IPL 2020. This consistent growth reaffirms the IPL’s status as a valuable platform for advertisers seeking extensive reach and engagement.
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