.jpg)
The IPL could swing back into action as early as next week, according to sources, a sudden twist that has thrown India’s summer advertising landscape into flux.
With the tournament halted amid India-Pakistan tensions, nearly Rs 850–900 crore in ad spends—originally allocated for the tournament’s prime-time slots—is now in limbo. This has prompted a surge of interest in news and general entertainment channels (GECs).
Viewership on these platforms has spiked, and some broadcasters project a potential revenue boom. Industry insiders estimate up to a 20% rise in ad income for the news genre across print, digital and television—driven largely by sheer volume.
But the latest buzz around the IPL’s return has left advertisers in a dilemma: hit pause until there’s clarity, or swiftly redirect budgets to where the eyeballs and engagement currently are.
According to industry experts, there has been a noticeable surge in attention towards the news genre on both TV and digital platforms, and the sheer volume could potentially push revenue up by 4–5 times. Brands are already exploring alternative avenues to place their ads.
Shradha Agarwal, Co-founder and Global CEO of Grapes Worldwide, said brands could be changing their strategies to focus on measurable ROI.
“IPL matches are the most awaited events of the year and offer lucrative opportunities for the advertising industry. With a huge fan base, they provide widespread visibility and the ability to amplify brand reach significantly. However, the discontinuation of the matches could impact the ad industry, with brands looking for alternatives.
“It is expected that brands might change their strategies and exercise cautious ad spending, prioritising performance-based and targeted marketing for measurable ROI,” she said.
News experts say that with the IPL on pause, there has been a clear uptick in revenues for TV news and digital platforms, as viewership surges in households seeking updates.
“Since the Pahalgam attack, news viewership—both on TV and digital—has surged. With the IPL paused, news is the only genre drawing consistent audience attention. We’ve seen a clear uptick in revenue, and advertisers are exploring sponsored campaigns and direct inventory buys. This momentum will likely continue until the conflict ends, favouring news channels,” said a news industry expert.
Echoing a similar view, another TV news expert, who did not wish to be named, said, “Rates won’t rise, but sheer volume might push revenue 4–5x. Still, this is a national crisis. We're not chasing premiums—we're focused on being responsible partners during uncertain times.”
“Friday was the first full day of wartime news coverage, and we hit 5.5 million impressions by noon—numbers we usually reach across an entire day. By the end of the day, we crossed 30–40 million impressions. But inventory was sold at normal-day rates,” the expert added.
On Friday, the BCCI suspended the IPL following the escalation of cross-border tensions between India and Pakistan, which led to the abandonment of the match in Dharamsala between Punjab Kings and Delhi Capitals midway.
Following the easing of tensions and the announcement of a ceasefire, sources have indicated that the series—with 16 remaining matches—may soon resume.
According to industry insiders, advertisers are extremely frugal and often demand refunds if impressions fall short. Also, many advertisers prefer to steer clear of negative or sensitive content.
Categories like insurance and healthcare are more likely to continue spending on news platforms, said industry sources.
“The bigger challenge is figuring out who is willing to advertise in this genre right now. For example, with panic buying, FMCG brands (who are major advertisers) won’t need to push advertising. Big-ticket categories like cars and real estate won’t get ROI by advertising during uncertain times. My bigger concern is identifying brands that are comfortable associating with this kind of volatile news coverage,” a source said.
According to Russhabh R. Thakkar, Founder and CEO of Frodoh, advertisers now face a tough choice: pause campaigns until the situation stabilises, or carefully reallocate budgets to platforms where audiences are currently engaged.
“News channels, with their surging viewership as households seek updates, offer a viable option for maintaining brand presence—provided campaigns adopt a sensitive, value-driven tone that respects the national sentiment. Alternatively, waiting out the uncertainty remains a prudent strategy, as the situation remains fluid,” Thakkar said.
Shradha echoed, noting that when viewers shift towards news and the IPL is on pause, news channels and GECs emerge as viable options for brands seeking consistency in reach and engagement.
“News channels enjoy viewership from a large audience base and have the potential to drive high engagement for brands across diverse industries. Similarly, GECs have mass appeal due to the variety of content they offer. This allows brands to tap into different audience segments through the same channel. Brands will need to make informed and calculated decisions when diverting ad spends from IPL to other platforms,” she said.
Experts believe the news genre will become the natural choice for many brands—but for most, it’s still a wait-and-watch situation.
“Well, national interest comes first. For brands, the news genre will become the natural choice—but for most, it is wait and watch,” said Sandeep Goyal, Chairman of Rediffusion.
Rohit Ohri, former Global Partner at FCB Worldwide, said, “In India, consumer sentiment is highly responsive to the broader socio-political climate—and conflict, especially war, has a deep emotional impact. During such times, we see a clear shift in mood: from aspiration to anxiety, from celebration to caution. This shift directly influences how brands behave—media spends become more measured, and storytelling becomes more sensitive and reflective."
Sharing what brands need to do at this point, Lloyd Mathias, Business Leader, Angel Investor and Business Strategist, said: "The best course of action right now for brands is to pipe down and hold back on advertising. It’s India first—this is a moment much larger than business. Suspending the IPL was a mature decision, and other brands should follow by lowering their visibility. This isn’t the time to capitalize or sensationalize. It’s a solemn moment, and brands must stay sensitive and respectful of public sentiment."
The IPL was originally scheduled to conclude on May 25 in Kolkata.
While suspending the tournament last week, the BCCI said, “It does not look nice that cricket goes on while the country is at war.”
Supporting BCCI's decision, JioStar had stated, “We wholeheartedly support the BCCI’s decision to suspend TATA IPL 2025 and remain firmly committed to prioritising national interest above all else. At this time, we must stand united with our country, support the government and our armed forces, and extend solidarity and support to the civilians affected. We will work with the BCCI to bring back the tournament at an appropriate time. JioStar will collaborate closely with all stakeholders to ensure a seamless transition and the safe return of everyone involved in the tournament broadcast.”
The decision came after India launched missile strikes on terror targets in Pakistan and Pakistan-occupied Jammu and Kashmir, following the April 22 terror attack in Pahalgam that left 26 dead.
On Thursday, several regions—including Pathankot, Amritsar, Jalandhar, Hoshiarpur, Mohali, and the Union Territory of Chandigarh—experienced blackouts and air raid warnings, with explosion-like sounds reported in Jammu.
.jpg)
