IPL 2025: Breaking down the JioStar digital inventory pricing

With a Budget that puts more money in the hands of the middle class, advertisers are optimistic of an AdEx boost. 

Since most of the Indian Premier League (IPL) falls in the new fiscal year, will this translate into greater advertising momentum for the tournament? That will also depend on rates, especially as no formal rate cards have been circulated yet.

Despite this, brands and media planners have already started strategising their IPL budgets based on floating rates. Sources reveal a significant rise in digital ad inventory pricing this season, with Connected TV (CTV) leading the charge, and overall digital ad rates surging by up to 30% compared to IPL 2024.

So what does digital inventory pricing look like?

JioStar's Connected TV (CTV) offerings are at the forefront of their advertising packages. Live spots are priced at Rs 8.5 lakh for a 10-second slot.

Then there are PPL sports that are priced at Rs 1.60 lakh per 10-seconds. These are typically ads where products or brands are organically integrated into the video content, such as a show or live stream. Instead of being presented as standalone advertisements, the brand or product appears naturally as part of the storyline or setting.

Last but not the least, CTV inventory also has options for SUP Display ads that have been priced at Rs 2.25 lakhs per exposure for these assets.

SUP Display Ads refers to sponsorship unit package display ads. These are high-impact, visually prominent ad placements that typically act as banner or static display ads on digital platforms.

Moving on to handheld and web, there are Live Mid-Roll (MR) ads priced at a CPM of Rs315. Live Pre-Roll (PR) ads are also priced at a CPM of Rs315.

There is also Video On-Demand (VOD) priced at Rs 190 CPM.

The category also has display ads, which includes masthead ads at a CPM of Rs 75, frame ads, fence ads and social banner ads all priced at a CPM of Rs 75.

There are also generic SUP display assets priced at Rs 2.25 lakh per exposure.

Sources also said that JioStar has implemented spot-buying guidelines to ensure fair distribution of ad inventory. 

According to this guideline, advertisers must allocate equal FCT (Free Commercial Time) across matches and include a minimum of 10% FCT in afternoon games. 

Special rates apply for key matches, including the first three evening matches and four playoffs.

According to media buyers and planners, the formal rate card for IPL 2025 will be finalised after the Champions Trophy and Women’s Premier League, as several uncertainties remain. Currently, there is no official pricing, and questions persist about the app ecosystem—whether streaming will be exclusive to Hotstar, JioCinema, or a merged platform.

Sources also indicate that initial rates quoted by JioStar are on the higher side and are expected to drop once active buying for IPL 2025 begins.