The IPL’s 19 th season has recorded higher ad volumes compared to the previous season. According to the latest TAM Sports data, TV ad volumes were up 10 per cent in the first four matches of the ongoing IPL season compared to the first four matches of the previous season. This is despite the ongoing geopolitical uncertainties, during which companies across sectors are witnessing higher raw material costs pressures.

At the same time, the number of advertisers were lower by 26 per cent in the first four matches of the IPL’s 19th season at 43 compared to 58 advertisers during the similar number of matches in the previous season.

“While IPL’s 19th season recorded higher ad volumes than IPL 18 ( first four matches), it featured a 15 per cent narrower category mix and 26 per cent fewer advertisers, pointing towards a more concentrated and high-intensity advertising landscape,” the report by TAM Sports, a division of TAM Media noted.

Ecommerce (other services) lead the chart in terms of category-wise contribution, with over 14 per cent share to ad volumes on TV, followed closely by mouth fresheners. Air-conditioners, financial corporate insitutitons and paints were among the top five categories in terms of contribution to add volumes. “ Collectively these top five categories accounted for 44 per cent share of the ad volumes in the first four matches of the IPL’s 19th sesason,” the report noted.

Google emerged as the top advertiser, contributing nearly 13 per cent to the ad volume share in these first four matches. Reliance Consumer Products, Havells India, Vishnu Packaging (Vimal Elaichi) and KP Pan Foods were among the top five advertisers in terms of share of ad volumes on TV. “The top five advertisers contributed 36 per cent of the overall ad volumes during these four matches, with Google taking the lead,” the report added.

Additionally, nine new categories and 45 new brands were seen advertising on TV during the first four matches of the IPL’s 19th season.

Published on April 4, 2026