As IPL 2025 comes to a close, ad slots go premium; rates up 10-15%

With the IPL 2025 finale set for June 3, advertising rates have seen a surge as brands scramble to make the most of cricket’s biggest stage. 

According to media buyers and experts, IPL ad rates for the final and preceding knockout matches have climbed by 10-15% compared to the league stage, a jump attributed to intensified advertiser interest and limited inventory.

Television ad rates are currently pegged at around ?15 lakh for a 10-second slot, while digital (OTT) advertising stands at approximately ?250 CPM for open targeting. 

While CPMs have remained largely stable compared to last year, platforms like Jio are banking on a spike in viewership to boost value, especially for the high-stakes finale, said experts.

A media expert noted that while television ad rates rose 30-40% from initial proposals, connected TV (CTV) has witnessed a more dramatic leap.

“It’s not much by comparison. On CTV if the rate was 100, it has become 600; TV, if the rate was 100, it has become 140 at most,” he said, highlighting the exponential growth in CTV advertising.

Kushal Bhuva, Associate Director at White Rivers Media, said, “IPL has drawn a wave of advertiser interest this season, with digital rates climbing on the back of robust demand following the initial inventory release and before the India-Pakistan geopolitical pause. Brands have shown a clear preference for IPL placements, as alternative marketing avenues remain limited during this window. The real shift has come in the way agencies and brands structure their buying, with strategies evolving to match the pace and opportunity of the current market.”

Contributing to the IPL’s advertising fervor, The Script Room, an independently owned creative agency, said it made a strong mark with 32 ad films spanning four major brands: Groww, PhonePe, My11Circle, and PaperBoat. 

Groww’s campaign explored personal definitions of growth through six touching narratives, while PaperBoat revived nostalgia with its coconut water campaign voiced by Gulzar Saab. PhonePe returned with its ‘PhonePe Girl’ in a series of relatable moments showcasing modern living. My11Circle took a musical route, reimagining a classic Bollywood tune with a playful twist that has already caught on in meme culture.

All campaigns gained significant traction across TV, digital, and social media, with influencers further amplifying their reach. 

“IPL has always been super prime time for us,” said Ayyappan Raj, Founder of The Script Room. “It’s not just a sporting event, it’s India’s biggest media moment.”

According to a TAM Advertising report, 100+ advertisers and 180+ brands vied for viewers’ attention during the first 62 matches of IPL 2025, marking a 24% increase in advertisers and a 26% jump in brands compared to the same stage last season. 

The advertising volume growth on Television declined by 1.1%, falling short of the benchmark. 

Some rain delays during earlier matches slightly impacted ad inventory and viewership, but advertisers have generally adjusted their plans to compensate during later games, industry watchers said. 

Geopolitical developments, including India-Pakistan tensions, have had little effect on the IPL’s commercial momentum.

The season was suspended for a week on account of the India-Pakistan conflict. A ceasefire between the two nations on May 10 influenced the rollback.

It was resumed on May 17 with the BCCI announcing that a total of 17 matches would be played across six venues – Delhi, Jaipur, Lucknow, Bengaluru, Mumbai and Ahmedabad – with the final scheduled on June 3. 

Royal Challengers Bengaluru qualified for its fourth Indian Premier League (IPL) final, and its first since 2016, after easing to an eight-wicket victory against Punjab Kings during Qualifier 1 in New Chandigarh on Thursday.

The final will be held on Tuesday (June 3) at the Narendra Modi Stadium in Ahmedabad.