Parle Biscuits Maintains Top Advertiser Spot in IPL After 40 Matches
TAM Sports reports IPL 2025 ad volumes up 6%, 15% more advertisers, 20% more brands—food & beverage and e-commerce dominate initial 40 matches.
Prakhar
A New High in Advertising Momentum
As IPL Season 18 powers through its first 40 matches, TAM Sports data reveals a 6 percent uptick in overall ad volumes compared to last year’s full 40-match slate. Advertiser participation has also climbed: over 80 brands (up 15 percent from 70+) are now active, collectively placing 145 unique brands on-air—a 20 percent surge year-on-year. These figures underscore IPL’s unflagging allure as a mass-appeal marketing platform, drawing fresh advertisers even as category variety slightly contracts (down 6 percent to 55+).
The Power Players
Dominating this advertising bonanza is Parle Biscuits, which led in 38 of 39 matches (all except the opener). Together with Parle, the top five advertisers—including Sporta Technologies, K P Pan Foods, and Vishnu Packaging—account for nearly one-third (31 percent) of all ad spots, mirroring their consistency from IPL 17 into IPL 18. Meanwhile, 21 new categories and 102 debut brands joined the IPL’s marketing roster, with Parle Platina Hide & Seek and Rajshree Silver Coated Elaichi emerging as the most active newcomers.
Category Kings and F&B’s Firm Foothold
Food & Beverage brands have staked out prime ad territory: three of the season’s top five categories hail from F&B, led resoundingly by Mouth Fresheners, which topped ad volumes across all channels. E-commerce-Gaming remains another heavyweight, sustaining its place among the five most-airtime categories for consecutive seasons. Their prominence reflects viewer appetite not just for runs and wickets, but for impulse buys and snack pauses between play.
Regional Resonance and Language Levers
When it comes to linguistic reach, Amul Butter reigned supreme on Hindi + English sports channels, while Reliance Trends secured the top slot on regional-language networks. A core group of 104 brands advertised in both language formats, with Vimal Elaichi dominating that overlap—proving that certain brand messages transcend dialect and geography in India’s cricket frenzy.
Why These Numbers Matter
The 6 percent rise in ad volumes, coupled with spikes in advertiser and brand counts, underscores IPL’s enduring marketing magnetism. Even as category diversity dips slightly—suggesting some industries are consolidating their budgets—the overall trend is clear: Indian businesses, from traditional F&B stalwarts to agile e-commerce players, are doubling down on cricket’s unmatched consumer reach. For media planners and brand strategists, IPL 2025 remains the ultimate playground for knocking marketing messages out of the park.
