Apr 7, 2025

The first 13 matches of IPL 2024 have seen a notable shift in advertising patterns, with a decline in the number of advertisers and categories, even as overall ad volumes increased compared to the same period last year. According to data from TAM Sports, ad volumes grew by 15% year-on-year, despite a 24% drop in the number of advertisers and a 14% fall in advertising categories. This indicates a growing consolidation in the IPL advertising landscape. A smaller set of advertisers appears to be purchasing more airtime, suggesting an intensification of spending among a few dominant players. Fantasy gaming maintained its lead as the top advertising category during this period, followed by pan masala, biscuits, aerated soft drinks, and e-commerce wallets. Notably, biscuits and aerated soft drinks entered the top five list for the first time in two years, pointing to shifts in brand strategy. Among advertisers, five companies contributed to 45% of the total ad volume during the first 13 matches of the 2024 season, compared to 38% in the corresponding period of 2023. This further reflects the concentration of advertising weight among a few top players. At the brand level, Dream11 led in ad volume, followed by other prominent names such as Kamla Pasand, Sporta Technologies, Groww, and Vishnu Packaging. The presence of brands from both traditional and digital sectors suggests a mixed approach to audience targeting. The data also shows that while the number of individual advertisers and categories has reduced, those participating have increased their share of ad time. This could be a result of cost efficiency strategies or higher confidence among a few brands in leveraging the IPL's mass viewership. Pan masala — a category that has faced growing scrutiny in regulatory and public discourse — continues to remain among the top spenders in the league. Meanwhile, categories such as e-commerce and digital payments retain a significant presence, mirroring broader consumption trends. TAM's data does not offer spending figures, but the rise in ad volume amid fewer advertisers may indicate increased per-brand exposure and possible inflation in ad rates per second. With just 13 matches completed in a long tournament, it remains to be seen whether these early trends will hold. However, the opening phase of IPL 2024 clearly signals a shift toward more concentrated advertising strategies and possibly a tighter set of brands betting on deeper engagement over broader participation.