The 2025 Indian Premier League (IPL) marks its 18th season and comes with a host of changes and challenges for advertisers. With no formal rate card announced yet, advertisers are navigating uncertain waters as floating rates and higher prices dominate discussions. This edition also marks a major milestone as it becomes the first IPL post the Viacom18 and Star India merger, further intensifying competition among brands.
Expanded Inventory and Rising Costs
JioStar has significantly expanded its broadcasting portfolio for IPL 2025. The platform now includes over 130 channels across 83 packages, offering a mix of 85 SD channels, 44 HD channels, and five FTA channels. With this broader range, advertisers have access to a more diverse audience, but this also comes at a premium.
In 2024, a 10% increase in viewership was observed on Star Sports Network, with JioCinema recording a 50% growth compared to 2023. These numbers highlight the potential of the combined network, but the real challenge lies in justifying the soaring ad rates. Advertisers are now pressured to deliver better ROI as IPL campaigns have become a high-stakes investment.
Ad Rates: A Waiting Game
As the IPL rate card awaits finalization, media planners predict pricing will be set post the Champions Trophy and Women’s Premier League in February 2025. Current estimates peg live TV spots at ₹8.5 lakh per 10 seconds, with digital ads ranging from ₹315 CPM for mid-roll ads to ₹75 CPM for banners. However, floating TV rates for 10-second slots remain high, touching ₹18 lakh.
With legacy advertisers like Dream11 and Parle Food Products likely to dominate, new brands face challenges in breaking through without stretching their budgets. As one media planner put it, “This is a wait-and-watch game—whoever folds early loses.”
Legacy Advertisers vs. New Entrants
Established players like Parle Food Products and Dream11 have long dominated IPL advertising. In IPL 2024, Parle secured 10% of ad space, followed by Sporta Technologies (Dream11’s parent company) at 7%. Meanwhile, smaller players like Vini Products and K P Pan Foods accounted for a modest share of the pie.
The rising costs, however, may deter newer brands from competing at the same level. The question remains: Can these new entrants carve a niche in this fiercely competitive environment?
Hotstar or JioCinema: The Unified Ecosystem
Speculation has surrounded whether Disney+ Hotstar or JioCinema will lead IPL streaming. Initially, plans to maintain separate premium and freemium platforms were discussed, but the scenario has since evolved. Industry insiders now suggest that both platforms could merge under one unified ecosystem, blending Hotstar’s advanced tech with JioCinema’s wide reach.
While the final branding is yet to be confirmed, the integration is expected to offer advertisers unparalleled access to a consolidated audience.
Challenges in Delivering ROI
Despite expanded distribution channels, the overall IPL viewership universe remains largely unchanged. This makes it difficult for advertisers to predict substantial increases in ROI. Coupled with high spot rates, brands must carefully strategize their campaigns to maximize their returns in this highly competitive space.(Dubai7-Realmoneygame)