Since the IPL’s resumption on May 17, one of the most significant shifts has been a sharp surge in ad rates for key matches, particularly the playoffs—driven by limited inventory and intense brand demand.
“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, said to Moneycontrol.
This trend is particularly pronounced for high-engagement slots like mid-rolls and branded segments. Some 10-second TV spots are fetching as much as ₹28 lakh, with digital rates surging to ₹500 CPM for India matches—double the usual off-season rates.
“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,” said Darrell Fernandes, SVP – Client Partnerships, White Rivers Media.
Viewership rebound and national sentiment fuel demand
The return of the IPL is not just a logistical win for the BCCI—it’s a marketing juggernaut regaining its momentum. Confidence in the tournament’s viewership growth has played a central role in emboldening advertisers.
“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,” said Colonel Arvinder Singh, COO of Gujarat Titans.
With the semi-finals and finals now positioned as marquee national events, major consumer brands are scaling up their campaigns to capitalize on the amplified engagement.
“Brands are willing to pay more to secure visibility during these decisive, high-impact matches,” added Hamidani.
Suspension creates temporary disruption—and strategic recalibration
The IPL was abruptly paused due to border tensions between India and Pakistan, with the Delhi Capitals vs Punjab Kings match on May 8 called off. While the suspension caused short-term uncertainty, broadcasters and brands adapted quickly.
“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,” said Hamidani.
Still, not all disruptions were smooth. The compressed calendar and reduced number of venues—from now through June 3, games are confined to Jaipur, Delhi, Mumbai, Lucknow, and Ahmedabad—have created constraints for marketers.
“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,” said Fernandes.
Brand strategies diverge as pressure builds
The fast-changing environment has led to divergent brand strategies. While some sectors have pulled back, others are going all in.
“On the other hand, larger consumer brands have doubled down, increasing their spends to capitalise on heightened engagement,” noted Hamidani.
However, some categories have taken a more cautious approach.
“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,” said Fernandes.
Many digital-first and performance-driven brands have adjusted on the fly, refocusing on high-impact matches and adapting creative messaging to fit the tournament’s revised schedule.
“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,” added Fernandes.
Reallocations and reinvention keep campaign momentum alive
Despite the disruption, marketing efforts have not stalled. Broadcasters and the BCCI have worked closely with advertisers to maintain the tournament’s commercial momentum. Sponsorships and rosters have also adapted.
“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,” said Fernandes.
Final stretch poised for record engagement
With most premium inventory for the remaining matches nearly sold out and final matches commanding top dollar, IPL 2025’s closing stretch is set to be both commercially and culturally massive.
As advertisers double down, the focus now turns to the business impact of this high-stakes final leg of the IPL—and whether the league can close out its disrupted season with record-breaking engagement and returns.
