IPL 18 Sees Surge in Ads, Advertisers, and Brands

IPL Season 18 recorded a 10.5% rise in ad volumes over IPL 17, with the final match alone seeing a 131% spike, as per TAM Sports. Average ad volume per channel per match rose by 0.5%. Advertisers increased by 30% and brands by 29%, though categories remained steady.

F&B led the top sectors (36%), followed by Services (23%) and Auto (9%). Mouth Fresheners, Biscuits, and Aerated Drinks dominated among categories, while Parle Biscuits topped in advertising share (8%).

Vimal Elaichi led as the top brand in IPL 18; Dream11.com and Vimal appeared in both IPL 17 and 18’s top five. Ad durations under 10 seconds were most popular this season.

Over 25 new categories emerged, while 25+ from IPL 17 were absent. A total of 186 brands advertised across regional and Hindi-English sports channels.

11-06-2025