IPL advertising soars with 19% growth, pan masala takes center stage

The Indian Premier League (IPL) continues to be a juggernaut for advertisers, with TAM Sports’ latest report revealing a significant 19% increase in television ad volumes per channel compared to IPL 16 for the first 71 matches.

This growth highlights the enduring appeal of the IPL as a platform for brands to reach a massive and engaged audience.

New Players

The advertising landscape for IPL 17 witnessed a diversification of categories, with a 40% increase compared to IPL 16. Pan Masala emerged as the dominant category, showcasing a shift in advertiser preferences. Interestingly, ecom-gaming was the only category besides Pan Masala to feature in both IPL 16 and 17.

Parle Products emerged as the top advertiser in IPL 17, capturing an impressive 11% share of ad volumes. The report also identified Sporta Technologies, K P Pan Foods, and Vishnu Packaging as common advertisers across both IPL seasons. Notably, the top 5 advertisers collectively held a significant 34% share of ad volumes, demonstrating the concentrated nature of the advertising space.

Parle Products Dominates Individual Matches

Parle Products further solidified its dominance by leading advertising in 48 out of the 71 matches analyzed. This consistent presence underscores the effectiveness of the IPL in building brand recognition and engagement.

The TAM Sports report paints a picture of a thriving advertising environment for IPL 17. With a significant increase in ad volumes, a diversified range of categories, and strong performances from leading advertisers, the IPL remains a prime destination for brands seeking to connect with a passionate and loyal audience.