IPL 2025 returns: Ad rates up as brands race to make the most of short window

“Premiums have increased post-resumption. Earlier, ad rates for semi-finals and finals carried a 20–30 percent premium over league-stage matches. Now, that premium has escalated to 40–50 percent due to intensified interest and limited inventory. Advertisers view these matches as critical brand exposure opportunities, justifying the higher spend,” said Yasin Hamidani, Director, Media Care Brand Solutions.

As much as Rs 4,500 crore is riding on ad revenues in IPL 2025, with advertisers paying Rs 28 lakh for a 10-second TV slot and Rs 250/CPM (cost per mille, for 1,000 impressions). For India matches, the rate was Rs 500/CPM on digital.

Hamidani added that there has been an upward revision in ad rates for the semi-finals and finals post-resumption, as there are expectations of an increase in viewership, which has prompted broadcasters to reassess premium slot pricing. “Brands are willing to pay more to secure visibility during these decisive, high-impact matches,” he added.

Colonel Arvinder Singh, Chief Operating Officer of Gujarat Titans, is confident of higher viewership for the remaining matches.

“It speaks volumes for us as Indians, as organisers, to be back on track in such a short time. Hats off to the BCCI (Board of Control for Cricket in India) for convincing people to come back to play. It shows the ability of the country that we can do this despite the hiccups. Viewership will definitely go up,” he said.

Premium inventory for semi-finals and final matches is nearly sold out, with spot rates surpassing last season’s levels, noted Fernandes.

“Advertisers seeking playoff visibility face steeper costs and limited availability. Spot rates for these matches outpace those of last season, with some placements commanding nearly double the off-season CPMs. Standard TV slots for 10-second ads are trending higher, especially for knockout games.”

Many brands are working on quick-turnaround campaigns and are increasing spending on high-engagement formats like mid-rolls and branded segments, Hamidani said.

Suspension stress

While IPL’s resumption has brought back advertiser confidence, the brief halt had got brands worried.

The sudden shift in the IPL schedule had led to temporary inventory concerns, particularly around prime-time slots, Hamidani said.

“Broadcasters and platforms had to swiftly realign their media plans, causing a brief bottleneck. However, with revised schedules now in place, inventory has stabilised, though high-demand matches, especially weekends and playoffs, are seeing tighter availability due to increased advertiser interest,” he added.

However, Fernandes said that some concerns remain.

“The compressed IPL schedule and reduced venues have tightened available ad inventory, especially for premium slots. With fewer matches and cities, broadcasters and sponsors face a shorter window to activate campaigns.”

The remaining IPL matches will now be played in Jaipur, Delhi, Mumbai, Lucknow, and Ahmedabad.

He added that local sponsorships tied to venues which are not available for the remaining matches have been reallocated, and temporary player replacements have helped maintain match appeal for advertisers.

Some brands pull back

But some smaller direct-to-consumer (D2C) and fintech brands have pulled back due to cost pressures and the uncertainty caused by the disruption, Hamidani noted. “On the other hand, larger consumer brands have doubled down, increasing their spends to capitalise on heightened engagement.”

“Several categories, including FMCG, beverages, fintech, gaming, auto, and e-commerce, have paused or withdrawn IPL campaigns, shifting budgets to news, OTT, and influencer marketing,” Fernandes said.

Digital-first and performance-driven brands have increased their presence, taking advantage of stabilised CPMs and a more agile environment, he said.

Singh said that while the suspension disrupted marketing activities and got brand worries, it did not have much impact, and sponsors showed their support.

Brands in the home appliances and food space said that they were unaffected by the pause and that their strategies remain unchanged.

Kitchen solutions brand Spitze by Everyday, which has a tie-up with Royal Challengers Bengaluru, had held its IPL-centric advertising when the league was suspended, saying that it will resume when the league does.

Quick to act

Fernandes pointed out that advertisers were quick to act, and stayed in close contact with broadcasters and the BCCI to track updates.

“Campaign goals and budgets were reassessed and plans were recalibrated to fit new match dates and venues. Budgets shifted to high-impact fixtures, and creative messaging has been refreshed for the tournament’s return,” he added.

IPL was suspended for a week due to border tensions between India and Pakistan. The Delhi Capitals and Punjab Kings match scheduled for May 8 was called off, and the BCCI subsequently announced the IPL suspension. The league resumes on May 17, and the final will be played on June 3.