Ad volumes rise 6% in 40 matches of IPL 18th season: TAM Media

The top five categories accounted for nearly 45 per cent of the total ad volume. 
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ANI

Ad volumes in the first 40 matches of the ongoing season of the Indian Premier League is estimated to be 6 per cent higher compared to the same number of matches in the previous season, as per the latest data released by TAM Sports, a division of TAM Media Research. Mouth freshners and biscuits emerged as the top two categories in terms of share of the overall ad volume in these matches.

“IPL 2025 advertising volumes rose 6 per cent, surpassing the previous season’s 40-match benchmark,” the TAM Sports report noted.

Mouth freshener emerged as the top category with 13 per cent share of the overall ad volumes in these 40 matches, followed by biscuits at 10 per cent. Gaming, aerated soft drinks and financial institutes also featured in the top five categories in terms of share of ad volumes.

“IPL 2025 witnesses strong brand momentum (40 matches), with advertisers count up 15 per cent while brand count grows 20 per cent reflecting advertiser’s confidence in IPL’s broad consumer reach,” the report noted. It added the category count witnessed a minor drop.

The top five categories accounted for nearly 45 per cent of the total ad volume. The Mouth Freshner category dominated in terms of total ad volume share. The report added that mouth freshner and gaming categories emerged as recurring leaders , featuring among the top five categories both in the ongoing IPL 18 season and IPL17 season played in 2024 in the first 40 matches.

Parle Biscuits with a 10 per cent share of the total ad volumes emerged as the top advertiser. Vishnu Packaging (Vimal Elaichi) accounted for 7 per cent share of the total ad volumes in the first 40 matches of the ongoing season of the T20 tournament. Reliance Consumer Products with 6 per cent share, Sports Technologies (Dream11.com) with 5 per cent share and KP Pan Foods (Rajshree Silver coated Elaichi and Kamala Pasand) also featured among the top five advertisers in terms of ad share volume during the first 40 matches

Published on April 28, 2025