IPL 2025 Ad Frenzy: F&B Brands Take the Lead

The Indian Premier League (IPL) 2025 wasn’t just a cricketing spectacle—it was an advertising blockbuster. As fans cheered for their favorite teams, brands fought an equally fierce battle for attention during the commercial breaks. According to the latest TAM Sports report, IPL 2025 saw a 10.5% surge in TV ad volumes compared to the previous season, confirming the league’s status as India’s most powerful advertising platform.

More Channels, More Brands, More Buzz

This year’s IPL was broadcast across 28 channels, up from 25 last season, giving brands a wider canvas to paint their messages. The number of advertisers jumped by 30%, crossing the 105 mark, while the count of brands rose by 29% to over 190. Categories remained steady at 70+, but the diversity of advertisers and brands made every ad break a showcase of India’s booming consumer market.

Food & Beverages Rule the Roost

Food & Beverages (F&B) emerged as the undisputed leader, accounting for a whopping 36% share of all ad volumes. Services followed at 23%, and the Auto sector took 9%, with these three sectors making up 80% of total ad time. Within F&B, mouth fresheners led with a 13% share, followed by biscuits (9%) and e-commerce gaming (6%). Parle Biscuits, Vishnu Packaging, and Reliance Consumer Products were the top advertisers, while Vimal Elaichi and Dream11.com stood out as the most prominent brands.

Shorter Ads, Sharper Impact

One of the most striking trends this season was the shift towards shorter ad formats. Over half (54%) of all ads were under 10 seconds, a big change from previous years when 11-20 second spots were more popular. This reflects changing viewer preferences—fans want quick, punchy messages that don’t interrupt the action for long.

New Categories Step In, Old Ones Step Out

IPL 2025 saw over 25 new categories enter the advertising fray, including real estate and cellular phone services1. At the same time, some traditional categories like chocolates and cement dropped out, highlighting how brands are adapting to changing consumer interests and economic trends.

Regional and Brand Highlights

Amul Butter was the top advertiser on Hindi and English channels, while IPL Sunrisers Hyderabad dominated regional channels. Vimal Elaichi topped the list of 186 brands that advertised across both national and regional platforms, showing the importance of local targeting.

The Cost of Attention

With ad rates rising, brands had to be strategic. TV ad packages ranged from ₹40 crore to ₹240 crore, while digital slots on connected TV cost around ₹8.5 lakh per 10 seconds. Despite the high prices, demand remained strong, with most inventory sold out before the first ball was bowled. The consolidation of streaming rights under JioStar also made it easier for brands to buy integrated TV and digital packages, boosting overall ad sales.

Was It Worth It for Advertisers?

IPL 2025 delivered massive reach, with over 450 million viewers tuning in across TV and digital platform. However, industry experts note a shift in mindset: brands are now focusing more on return on investment (ROI) than just visibility. While the IPL remains India’s biggest media moment, advertisers are looking for smarter ways to connect with fans and drive real business results.

The Final Match: The Biggest Spike

As always, the final match saw the highest ad volumes, with brands vying for the last big impression of the season. The mix of new and established advertisers cemented IPL’s role as a launchpad for both market leaders and challengers.