The brand mix for IPL 2025 is diverse and dynamic: Ishan Chatterjee

Over the years, the Indian Premier League (IPL) has become an important event in brands’ calendar – attracting top rupees in terms of ad spends, along with eyeballs.

The 2025 edition of IPL is the first post the merger of Jio and Star and hence, the stakes are high. JioStar’s Neuroscience Study revealed elevated viewer engagement with IPL 2024 ads. JioCinema (now JioHotstar) achieved an impressive streaming viewership record with a 620 million reach during TATA IPL 2024. The significant rise in viewer engagement is attributed to the dynamic nature of the cricketing event and the strategic placement of advertisements.

For IPL 2025, Campa Cola has secured co-presenting rights. My11Circle has also come on board as a sponsor, even as several other sponsorship deals are expected to be announced soon.

In conversation with Adgully, Ishan Chatterjee, Chief Business Officer, Sports Revenue, SMB & Creator, JioStar, speaks about the brand mix for IPL 2025, the advertising potential of CTV for IPL, democratizing access to premium sports and entertainment, and more.

With the growing CTV viewership, how are you looking at tapping into the advertising potential of CTV for IPL? What is your CTV pricing for IPL 2025?

Connected TV (CTV) is a highly engaging, premium advertising environment, and we are seeing increased traction from brands looking to target affluent audiences. JioStar is leveraging CTV’s full potential by offering innovative ad formats, precise targeting, and seamless brand integrations. CTV pricing is structured to reflect its premium audience base, ensuring advertisers maximize their impact.

Overall, digital has seen huge growth in cricket viewing audience. How are you helping brands leverage digital’s potential to the maximum? What kind of spike in ad spends are you looking at?

Digital viewership for cricket has grown exponentially, and IPL 2025 will further accelerate this trend. With JioHotstar providing granular audience insights, interactive ad formats, and precise targeting, brands can optimize their campaigns like never before. We expect a strong double-digit growth in digital ad spends from brands looking for performance-driven advertising.

Will this revolutionize the OTT landscape? What challenges and opportunities does this transparency present for advertisers looking to optimize their media spend?

Absolutely. The move towards greater data transparency is a game-changer for OTT advertising. Advertisers will now have clear visibility into campaign performance, helping them optimize their media spends with real-time insights. The challenge will be adapting to this new data-driven ecosystem, but the opportunity to drive precision-led advertising at scale far outweighs any hurdles.

Campa Cola has come on board as the co-presenting sponsor for IPL 2025. What are the brand dynamics that you are seeing this year at IPL?

The brand mix for IPL 2025 is diverse and dynamic. The early onset of summer has accelerated demand from cooling solutions, beverages, and home appliances brands. The other categories include paints, Fintech, Fantasy Sports.

With JioStar shifting to a subscription model, how do you see it impacting IPL viewership and brand presence?

We at JioHotstar, are democratizing access to premium sports and entertainment. True to its mission, JioHotstar allows users to experience premium entertainment without requiring an immediate subscription. Viewers can enjoy marquee live sports events like IPL and ICC Men’s Champions Trophy for free and subscribe for an uninterrupted and enhanced experience. Once users experience the depth and quality of the content, they can choose to continue through our affordable price plans.