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Mouth Fresheners, Biscuit Firms Dominate Advertising Market During IPL 2025: Reports

Akshita Patel

Ad market see a surge in IPL 2025 [Source: @vbss75, @ImTanujSingh/X.com]Ad market see a surge in IPL 2025 [Source: @vbss75, @ImTanujSingh/X.com]

According to a new report by The Hindu Business Line, the first 57 matches of IPL 2025 have shown strong advertising growth on television. Compared to the same number of matches last season, ad volumes have gone up by 1.4%, with mouth fresheners and biscuits dominating the headlines.

The IPL 2025 season came to a halt after 57 matches due to the border conflict between India and Pakistan. However, in those 57 games, the revenue of the promoters, sponsors, and advertisers has shot up the roof.

In the advertisement category in particular, top food brands have dominated the market.

Advertising Revenue Sees Sharp Jump In IPL 2025

The Hindu Business Line recently revealed that the number of advertisers increased by 23%, and the number of brands grew by 26% in the first 57 matches of IPL 2025, which means more companies are seeing value in advertising in IPL.

This growth comes despite the week-long postponement of the tournament owing to the recent India-Pakistan conflict. Mouth fresheners (12%) and biscuits (10%) were the leading two product categories that appeared on the advertising screen during matches.

These were followed by online gaming, aerated drinks, and cars. Together, these five categories made up over 40% of the total ad volumes.

Parle Biscuits took the top spot among individual advertisers with 8% of the total ad volume. They were followed by Vishnu Packaging (known for Vimal Elaichi) with 7%, Reliance Consumer Products with 6%, and Dream11 and the Association of Mutual Funds with 4% each. 

The report also revealed that 25 new product categories and 128 new brands were advertised in these 57 matches compared to last year’s IPL.

IPL 2025 To Resume On Saturday

After a week of suspension due to security concerns, IPL 2025 will resume on May 17, Saturday. Bengaluru, Jaipur, Delhi, Ahmedabad, Lucknow, and Mumbai will host the remaining league fixtures, while venues for the playoffs are yet to be determined. As per the revised schedule, the final will be played on June 3.