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Economic Times
18-06-2025
- Business
- Economic Times
Celebrity presence in IPL 18 ads drops 13%: TAM Sports
ETBrandEquity Among sports figures, M S Dhoni continued to be a reliable face for brands, holding a 17.3% share among all sports celebrity-endorsed ads. The influence of celebrities in television advertising during the 18th season of the Indian Premier League (IPL) witnessed a notable dip, according to a new report by TAM Sports, a division of TAM Media analysis, based on ad volumes from all live matches of IPL 18, reveals a 13% decline in celebrity-endorsed advertisements compared to the previous season. JioStar is the official TV and digital rights partner of the the overall ratio of celebrity to non-celebrity ads shifted as well. While celebrity endorsements made up 59% of ads in IPL 17, the share dropped to 53% in IPL 18, indicating a strategic diversification by advertisers driven by cost and creative the overall dip, celebrities continued to play a dominant role in advertising strategies. Film actors led the charge, accounting for 50% of the total ad volume, followed by sports personalities at 32%.Together, these two groups represented more than 80% of the total celebrity-endorsed ad space. Shah Rukh Khan maintained his reign as the most prominent celebrity endorser for the second year in a row. His share of ad volumes, however, decreased from 13% in IPL 17 to 8% in IPL 18. He was followed by Ananya Panday (7%), Laksh Lalwani (6%), M S Dhoni (5%), and Ajay Devgan (5%).The top categories included Ecommerce gaming, pan masala, biscuits, corporate-financial institute, and paints. Notably, Sporta Technologies and Parle Biscuits were among the top advertisers leveraging celebrity report also found a shift in the celebrity mix as the number of celebrities featured declined, with over 60 personalities appearing in IPL 18 compared to more than 75 in IPL 17. Sports celebrities saw a steeper fall, dropping from 35 to just over 15 this season. Among sports figures, M S Dhoni continued to be a reliable face for brands, holding a 17.3% share among all sports celebrity-endorsed ads. He was followed by Rohit Sharma, Surya Kumar Yadav, Yashasvi Jaiswal, and Mohammed Siraj.
Time of India
18-06-2025
- Business
- Time of India
Celebrity presence in IPL 18 ads drops 13%: TAM Sports
Live Events (You can now subscribe to our (You can now subscribe to our Economic Times WhatsApp channel The influence of celebrities in television advertising during the 18th season of the Indian Premier League IPL ) witnessed a notable dip, according to a new report by TAM Sports, a division of TAM Media analysis, based on ad volumes from all live matches of IPL 18, reveals a 13% decline in celebrity-endorsed advertisements compared to the previous season. JioStar is the official TV and digital rights partner of the the overall ratio of celebrity to non-celebrity ads shifted as well. While celebrity endorsements made up 59% of ads in IPL 17, the share dropped to 53% in IPL 18, indicating a strategic diversification by advertisers driven by cost and creative the overall dip, celebrities continued to play a dominant role in advertising strategies. Film actors led the charge, accounting for 50% of the total ad volume, followed by sports personalities at 32%.Together, these two groups represented more than 80% of the total celebrity-endorsed ad Rukh Khan maintained his reign as the most prominent celebrity endorser for the second year in a row. His share of ad volumes, however, decreased from 13% in IPL 17 to 8% in IPL 18. He was followed by Ananya Panday (7%), Laksh Lalwani (6%), M S Dhoni (5%), and Ajay Devgan (5%).The top categories included Ecommerce gaming, pan masala, biscuits, corporate-financial institute, and paints. Notably, Sporta Technologies and Parle Biscuits were among the top advertisers leveraging celebrity report also found a shift in the celebrity mix as the number of celebrities featured declined, with over 60 personalities appearing in IPL 18 compared to more than 75 in IPL 17. Sports celebrities saw a steeper fall, dropping from 35 to just over 15 this sports figures, M S Dhoni continued to be a reliable face for brands, holding a 17.3% share among all sports celebrity-endorsed ads. He was followed by Rohit Sharma , Surya Kumar Yadav, Yashasvi Jaiswal, and Mohammed Siraj.
Mint
11-06-2025
- Business
- Mint
Brands pile in, ads get shorter: IPL 18 rewrites the rules of cricket-time marketing: Report
The 18th edition of the Indian Premier League was a season of more—more advertisers, more categories, and ad clutter—but not necessarily more airtime. Despite only a modest 0.5% rise in average ad volume per match as compared with last year, the number of advertisers increased by 30% and the brand count by 29% in the latest season of the popular cricket tournament, according to new research from TAM Sports. That meant a tighter squeeze for visibility, and a sharp shift in strategy of companies to cope with ad rates. The most preferred ad format this year, as a result, was less than 10 seconds—overtaking previous year's 11-20 second spots—as brands opted for quicker, high-frequency messaging to stay in the game. This makes sense considering that as per media reports, IPL 2025 was expected to pull in an estimated ₹ 4,500 crore in advertising revenue, with brands paying between ₹ 25 lakh and ₹ 28 lakh for a 10-second TV ad slot. On digital platforms, CPMs (cost per mille, or cost per 1,000 impressions) ranged from ₹ 250-500, depending on a match's viewership draw. For the current season, digital ad rates on average reportedly grew by 30-40%, reaching ₹ 400 CPM, while TV spot prices softened. On JioCinema (now JioHotstar) last year, pre- and post-match slots were priced at ₹ 200 per 1,000 views, and a single spot on connected TVs cost ₹ 6.5 lakh. According to TAM Sports' IPL 18 advertising report, which took into account all 74 matches, despite new brands on display, the top of the advertising pile looked exactly like the year before. Surrogate ads for pan masala brands still ruled the screen, with mouth fresheners remaining the single-largest ad category for a second successive year. Vimal Elaichi, promoted by Vishnu Packaging, topped the charts once again, followed by Kamla Pasand from KP Pan Foods, and Dream11, owned by Sporta Technologies Pvt. Ltd, show the data from TAM Sports, a division of TAM Media Research. But the dominance of the top five advertisers this year—Parle Biscuits, Vishnu Packaging, Reliance Consumer Products Ltd (Campa Cola), KP Pan Foods, and Sporta Technologies—reduced slightly, as they accounted for just 27% of total ad volume, down from 33% last season. The top five brands also saw their IPL ad share drop from 32% to 22%, reflecting how crowded and fragmented the ad space has become. With more than 186 brands active across national and regional sports channels, commercial breaks in India's highest watched private cricketing tournament are no longer dominated by these familiar names. That IPL ad fragmentation was also driven by a reshuffling of sectors and categories. IPL 18 introduced over 25 new advertiser categories, while 25 others from IPL 17 dropped out. Real estate, mobile services, fashion retail, and jewellery emerged as the top new entrants—with a focus on premium consumer sectors which were previously less visible during live sports. Meanwhile, big segments like personal care, consumer durables, and multi-product food brands saw their share decline or vanish from the top five altogether. Food and beverages retained their lead, accounting for 36% of total ad volume this year, up slightly from 34% last year. Services remained unchanged at 23%, while the auto sector climbed into the top three with 9% share. The banking, financial services and insurance (BFSI) sector and personal care moved further down the pecking order. The top five categories this year—mouth fresheners, biscuits, ecommerce-gaming, soft drinks, and financial services—collectively contributed 40% of ad volumes, slightly down from 43% last year, the report said. Despite the increased brand participation, the overall indexed ad volume grew just 10.5%—a sign that IPL has reached near-saturation in available inventory, pushing advertisers to innovate within constraints. The dominance of short-duration formats this year, reversing last year's trend, is one such adjustment, helping marketers balance frequency, cost, and recall.
