Mouth freshener emerges top advertising category during IPL 2025 — TAM Sports

The Indian Premier League 2025 has demonstrated a shift in advertising with mouth freshener brands overtaking ecom-gaming companies to become the tournament's largest advertising category, according to the TAM Sports - Advertising Report - IPL 18 - Year 2025.

The study by TAM Sports, a division of TAM Media Research, reviewed the commercial advertising on television during live matches from IPL 2025 (22nd March to 20th May 2025) compared to IPL 2024 (22nd March to 12th May 2024), excluding pre-mid-post programmes, promos, fillers and short programmes. The analysis covers 28 channels during IPL 18 compared to 24 channels during IPL 17.

TAM Sports finds that the advertising volumes for IPL 2025 have declined by 1.1%, falling short of the benchmark set during the 62-match season of the previous year. However, this decline was offset by increased participation, with over 100 advertisers compared to more than 80 in the previous season, and brand participation rising from more than 145 to over 180 brands. The category count remained at over 65 categories for both seasons.

In IPL 18, the mouth freshener category dominated with total ad volumes, securing 13% share. This represented a rise from 11% share in IPL 17. Biscuits emerged as the second-largest category with 10% share, followed by ecom-gaming with 8% share, aerated soft drink at 6% and corporate-financial institute at 5%. In IPL 17, ecom-gaming led with 12% share, followed by 'mouth freshener' at 11%, range of food products at 11%, perfumes/deodorant at 6% and air conditioners at 4%.

Among the leading advertisers, Parle Biscuits secured the top position during IPL 18 in first 62 matches with 8% share. Vishnu Packaging (Vimal Elaichi) held 7% share, Reliance Consumer Products claimed 6% share, Sporta Technologies (Dream11.Com) achieved 4% share, and K P Pan Foods (Rajshree Silver Coated Elaichi & Kamla Pasand) secured 4% share. In IPL 17, Parle Products led with 11% share, followed by Sporta Technologies (Dream11.Com) at 8%, Vishnu Packaging (Vimal Elaichi) at 7%, Vini Product at 5%, and KP Pan Foods (Kamla Pasand Silver Coated Elaichi) at 4%.

The top five advertisers in IPL 18 contributed 30% of the overall ad volumes, with Parle Biscuits taking the lead. Sports Technologies and Vishnu Packaging continued their strong presence, appearing among the top advertisers in both IPL 18 and IPL 17. Collectively, the top five categories accounted for more than 40% of total ad volumes. Ecom-Gaming and Mouth Freshener emerged as recurring leaders, featuring among the top five categories in both IPL 18 and IPL 17 for the first 62 matches.

Notably, three of the top five categories in IPL 18 were from the Food and Beverages (F&B) sector, highlighting the sector's dominance in cricket advertising. The tournament saw 27 new categories and 133 new brands advertised in 62 matches of IPL 18 compared to same no. of matches in IPL 17. Among the 133 new brands, 'Parle Platina Hide & Seek' was the leading brand followed by 'Rapido Bike Taxi and Auto App'.

The top five new brands were Parle Platina Hide & Seek, Rapido Bike Taxi & Auto App, Rajshree Silver Coated Elaichi, Parle Happy Happy, and Parle Marie. The top five new categories included biscuits, properties/real estate, retail outlets-clothing/textiles/fashion, furniture-related items, and branded jewellery. Meanwhile, 28 categories were present in IPL 17 but not in IPL 18, with the top five categories not in IPL 18 compared to IPL 17 being a range of food products, chocolates, branded salts, cement, and toilet/floor cleaners.

Regional versus national channel analysis revealed that a total of 169 brands advertised on both Regional and Hindi+English sports channels during 62 matches of IPL 18. 'Vimal Elaichi' dominated the top five brand list for Common Brands on both Hindi+English and regional language sports channels. The top five common brands were Vimal Elaichi, Parle Platina Hide & Seek, AMFI (Asso of Mutual Funds In India), Campa Cola, and Rapido Bike Taxi & Auto App.

Amul Butter was top exclusive brand on Hindi+English language Sports Channels, with a total exclusive brands being nine. The top five exclusive brands on Hindi+English language sports channels were Amul Butter, Amul Lassi, Amul Ice Cream, Paper Boat Swing Coconut Water Drink, and Lattafa Perfumes. On Regional language sports channels, IPL Sunrisers Hyderabad secured the first position, with total exclusive brands numbering seven. The top five exclusive brands on regional language sports channels were IPL Sunrisers Hyderabad, Walkmate, Streax Insta Shampoo Hair Colours, Maliban Energy Plus Biscuits, and Maliban Tea Time.