The Indian Premier League (IPL) 2025 season has brought a significant spike in advertising rates across various platforms. While IPL 2025 ad rates on television and digital platforms have risen by 10-15%, Connected TV (CTV) has witnessed a remarkable 30% increase. This surge highlights the growing importance of CTV in the advertising ecosystem.
The merger between Viacom18 and Star India, now collectively known as JioStar, has been a pivotal factor in driving this trend. Holding the exclusive broadcasting rights for IPL, JioStar has strengthened its market presence, creating a higher demand for premium advertising slots, especially on CTV platforms.
Several factors contribute to the rise in CTV ad rates, including the widespread adoption of smart TVs in India and the superior viewing experience that CTV offers. Advertisers are increasingly recognizing the potential of CTV for delivering personalized and engaging advertisements, prompting a shift in advertising strategies.
As IPL continues to captivate audiences worldwide, the advertising landscape is rapidly evolving, with CTV emerging as a critical platform for brands to connect with viewers in impactful ways.
Why Are CTV Advertising Rates Increasing Faster Than TV During IPL?
The rapid growth of Connected TV advertising is reshaping how brands invest during premium sporting events like the Indian Premier League. While traditional television continues to deliver unmatched mass reach, CTV offers an additional layer of precision that advertisers increasingly value.
Unlike conventional TV advertising, CTV allows brands to target audiences based on demographics, geography, interests, household income, device type, and viewing behavior. Advertisers also gain access to real-time campaign reporting, video completion rates, frequency management, and audience insights.
As more households shift from cable and DTH connections to Smart TVs with OTT streaming platforms, premium sports inventory on CTV has become increasingly limited. This combination of higher demand and limited inventory has naturally resulted in a significant increase in advertising rates.
Why Brands Are Investing More in Connected TV
Connected TV has evolved from an experimental advertising channel into one of the most important media platforms for premium brand campaigns.
Some of the biggest advantages include:
- Premium household audience
- Larger screen with better attention span
- Non-skippable video advertisements
- Higher video completion rates
- Household-level targeting
- Better brand recall
- Cross-device attribution
- Detailed campaign measurement
For sectors such as automobiles, BFSI, luxury products, electronics, healthcare, education, and real estate, CTV offers significantly better audience quality compared to many traditional digital channels.
Which Brands Benefit the Most from IPL CTV Advertising?
While almost every industry can benefit from IPL advertising, Connected TV is particularly effective for brands targeting premium households and high-value customers.
Industries that gain the highest ROI
| Industry | Why CTV Works |
|---|---|
| Automobile | Premium family audience |
| Banking & Finance | Income-based targeting |
| Real Estate | High-value household reach |
| Education | Family co-viewing |
| Consumer Electronics | Smart TV owners |
| FMCG | Large household exposure |
| Healthcare | Trust-building environment |
| E-commerce | QR-based conversions |
Television vs Connected TV During IPL
Although both Television and Connected TV advertisements on the biggest screen inside the home, they offer very different advertising capabilities.
| Feature | Television | Connected TV |
|---|---|---|
| Audience Targeting | Broad | Precise |
| Measurement | Limited | Detailed |
| Frequency Control | No | Yes |
| Interactive Ads | No | Yes |
| QR Code Ads | No | Yes |
| Household Targeting | No | Yes |
| Real-time Optimization | No | Yes |
What Does This Mean for Advertisers Planning IPL 2026?
The advertising trends observed during IPL 2025 indicate that premium Connected TV inventory will become even more competitive in IPL 2026.
Brands planning campaigns for upcoming seasons should consider:
- Booking inventory well in advance
- Combining Television and CTV for maximum reach
- Using audience segmentation instead of broad targeting
- Creating creatives optimized for large-screen viewing
- Measuring campaign performance beyond impressions alone
Early planning often provides better inventory availability and more competitive pricing.
Frequently Asked Questions
Why did CTV advertising rates increase more than television during IPL 2025?
CTV inventory remains limited while advertiser demand has increased rapidly due to growing Smart TV adoption, better targeting capabilities, and measurable campaign performance.
Is Connected TV advertising more expensive than television?
On a CPM basis, CTV may appear more expensive, but it often delivers better targeting, lower media wastage, and improved campaign effectiveness for premium audiences.
Which brands should advertise on Connected TV during IPL?
Industries such as automobiles, BFSI, real estate, healthcare, education, luxury products, consumer electronics, and premium D2C brands benefit significantly from CTV advertising.
Will IPL 2026 advertising rates increase further?
If Smart TV adoption and advertiser demand continue to grow at current levels, premium CTV inventory is expected to remain in high demand, potentially leading to further price increases.
