A staggering 100+ advertisers and 180+ brands vied for viewers’ attention during the first 62 matches of IPL 2025, marking a 24% increase in advertisers and a 26% jump in brands compared to the same stage last season. Despite this surge in advertising variety, the overall indexed ad volume on television for IPL 18 was nearly flat, registering at 98.9 versus the baseline of 100 in IPL 171, the TAM report revealed.
Mouth fresheners emerged as the top advertising category this year, accounting for 12.7% of ad volumes, overtaking last year’s leader, e-commerce gaming, which slipped to third place. Biscuits, a new entrant among top categories, claimed the second spot with a 10.4% share, highlighting shifting consumer focus and marketing strategies. Other prominent categories included aerated soft drinks and corporate financial institutions.
Among advertisers, Parle Biscuits led the pack with an 8.4% share of ad volumes, followed by Vishnu Packaging (Vimal Elaichi) and Reliance Consumer Products1. Notably, Parle Biscuits’ dominance reflects the broader rise of biscuit brands, several of which—like Parle Platina Hide & Seek, Parle Happy Happy, and Parle Marie—were among the top five new brands advertised this season.
The IPL 2025 season saw significant churn in advertiser profiles: 27 new categories (including biscuits and retail outlets for clothing) joined the fray, while 28 categories from last season (such as a range of food products and chocolates) were absent this year. In total, 133 new brands appeared, signalling a dynamic and competitive advertising landscape1.
Advertising was spread across 28 channels this year, up from 24 last season, further broadening the tournament’s reach. National and regional sports channels featured both common and exclusive brands, with Amul Butter, Vimal Elaichi, and Rapido Bike Taxi & Auto App among the most visible.