TV advertising volumes during the recently concluded Indian Premier League’s (IPL) 74 matches saw a 10.5% increase compared to IPL 2024, with the average ad volume per channel per match rising by 0.5%, as per TAM Sports – IPL 18 Advertising Report.
Indexed ad volume grew in all the stages of IPL 17 compared to similar stages of IPL 16. As per the report, the average ad volume per channel per match increases by 0.5% in IPL 18 compared to IPL 17. Dream11.com and Vimal Elaichi Pan Masala among top 5 common brands in IPL 18 and IPL 17.
Advertisers, and brands tally increased by 30% and 29% respectively during IPL 18 compared to IPL 17. The recently concluded IPL season introduced 25+ new categories; 25+ categories from IPL 17 were absent.
Mouth Fresheners topped in IPL 18 and IPL 17; Ecom-Gaming retained third position in IPL 18 and IPL 17. Less than 10 second ads were most preferred during commercial breaks in IPL 18, followed by 11 – 20 second ads.
Tally of Categories remained the same, but advertisers and brands rose by 30% and 29% respectively during IPL 18 compared to IPL 17. During IPL 18, the top five sectors accounted for 80% of total ad volume, compared to 82% in IPL 17.
Three out of the top five sectors during IPL 18 were F&B, Services and BFSI. Mouth Fresheners topped IPL 18 and IPL 17, Ecom-Gaming maintained its third place in both IPL 18 and IPL 17.
During IPL 18, the top five categories accounted for 40% of total ad volume, compared to 43% in IPL 17. During IPL 18, the top five sponsors contributed 27% of ad volume, while the top five in IPL 17 contributed 33%.
As per the report, Sporta Technologies, K P Pan Foods and Vishnu Packaging among the top five advertisers were common between IPL 18 and IPL 17.
Top five brands contributed 22% share of ad volumes in IPL 18, while top five of IPL 17 contributed 32%. Dream11.com and Vimal Elaichi among the top five brands were common between IPL 18 and IPL 17.
In IPL 18, there were 25+ new categories compared to IPL 17, and 25+ categories that did not feature in IPL 18 compared to IPL 17. Among the new categories, Properties/Real Estates topped the list followed by Cellular Phone Service.
Total 186 brands advertised on both Regional and Hindi+English sports channels during 74 matches of IPL 18. “Vimal Elaichi” dominated the Top 5 Brand List for Common Brands on both Hindi+English and Regional language Sports Channels.
In IPL 18, during commercial breaks, less than 10 second ads were the most preferred, followed by 11 – 20 seconds ads. While in IPL 17, 11 – 20 second ads were most preferred followed by less than 10 seconds ads.
