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The 2025 Indian Premier League (IPL), marking its 18th season, will be a tournament of possibilities. This edition is also significant as it becomes the first major sporting property to be sold to advertisers following the Viacom18 and Star India merger.
Interestingly, there is no formal rate card yet, but brands have already started planning their IPL campaigns on floating rates. And these rates are higher than last year's. Now, whether these inflated rates are justified or sustainable remains a big question. For now, advertisers are hedging their bets, but the pressure to deliver ROI has never been higher.
Expanded portfolio
Jiostar has significantly expanded its portfolio, now offering over 130 channels across 83 packs, including 85 standard definition (SD) channels, 44 high definition (HD) channels, and five free-to-air (FTA) channels.
“Previously, their dominance was limited to key channels like Colors, but with a broader and more diverse lineup, they now have an increased audience base and more ad inventory to sell. However, all of this comes at a cost,” said a media planner.
"The IPL 2024 season saw a 10% growth in reach on Star Sports Network and a 50% increase on JioCinema compared to 2023. With the combined strength of both networks, we anticipate a significant increase in viewership across platforms,” the planner added.
However, planners also noted that while the distribution has expanded, the total universe of IPL viewers remains unchanged, making it difficult to predict the actual surge in viewership. Regardless of the numbers, the high ad spot rates will put immense pressure on advertisers to justify ROI, making it a high-stakes game for brands.
IPL 2025 ad rates unfold amid awaited rate card finalisation
With no formal rate card yet, media buyers expect IPL 2025 pricing to be finalised post the Champions Trophy and Women’s Premier League in February.
JioStar’s Connected TV (CTV) inventory is central to its ad strategy, with live spots priced at Rs 8.5 lakh per 10 seconds, PPL sports ads at Rs 1.6 lakh per 10 seconds, and SUP Display ads at Rs 2.25 lakh per exposure.
On handheld and web, Live Mid-Roll (MR) and Pre-Roll (PR) ads are priced at Rs 315 CPM, while Video On-Demand (VOD) costs Rs 190 CPM. Display ads, including masthead, frame, fence, and social banners, are priced at Rs 75 CPM, with SUP display assets also at Rs 2.25 lakh per exposure. On TV (SD + HD), floating rates for 10-second slots stand at Rs 18 lakh.
Will legacy advertisers dominate and new brands hesitate over high IPL rates?
"Rates might dip below last year’s benchmark because no new advertisers have the budgets to pick up inventory at the rates that are in circulation now. We can expect the usual Dream11s and Vimal Pan Masalas to fill the gaps, but they could drive rates even lower. This is a wait-and-watch game—whoever folds early loses.”
It is indeed categories like these that have been dominating IPL advertising for years.
According to TAM Sports' data, an analysis of commercial advertising on TV during IPL 17 showed a significant increase in ad volume compared to IPL 16.
Parle Products emerged as the biggest advertiser last season, capturing 10% of ad space, followed by Sporta Technologies—the parent company of Dream11—which held 7%, along with Vishnu Packaging. Vini Product followed at 5%, while K P Pan Foods accounted for 4%.
Brand-wise, Parle Food Products secured the top spot, followed by Dream11.com, Vimal Elaichi Pan Masala, Fogg, and Kamla Pasand Silver Coated Elaichi.
Will It Be Hotstar or JioCinema?
Speculation has been growing over which app will remain. Initially, there was talk of operating two distinct platforms—a premium service (likely Disney+ Hotstar) and a freemium model under JioCinema. However, the scenario has now shifted.
“It’s clear they’re betting on Hotstar due to its advanced tech and interface, but the JioCinema ecosystem will be merged into it. So, it doesn’t really matter which app remains—both are now under one umbrella, and ultimately, only one app will survive, integrating the best of both worlds. The only uncertainty is—what will this unified platform be called?”
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