IPL 2025: Breaking down the JioStar digital inventory pricing and Ad Strategies

Posted on 5th Feb 2025

IPL 2025: Breaking down the JioStar digital inventory pricing and Ad Strategies As IPL 2025 approaches, there is growing anticipation surrounding the tournament’s advertising landscape. With the IPL being one of the most-watched sporting events in India, its advertising rates remain a key topic of discussion among media planners, brands, and advertisers. One of the most notable shifts this season is the surge in digital ad inventory pricing, particularly for Connected TV (CTV) offerings, which have seen a substantial increase in comparison to the previous year.

IPL 2025

This article provides a comprehensive breakdown of the JioStar digital inventory pricing for IPL 2025, explaining the various ad formats available, their pricing structure, and the expectations for the season. We’ll also look at the key factors driving this pricing strategy and what advertisers can expect from the IPL 2025 ad buys.

IPL 2025 Ad Pricing Snapshot

Rising Digital Ad Rates for IPL 2025

The IPL 2025 season is expected to witness a substantial rise in digital advertising rates, with Connected TV (CTV) emerging as one of the most lucrative platforms for brands looking to reach their audience. According to industry sources, digital ad rates have surged by as much as 30% compared to the previous season (IPL 2024). Advertisers are bracing for a more competitive market, with higher demand expected from brands targeting the increasing digital viewership of IPL matches.

Connected TV (CTV) Pricing: A Premium Ad Inventory

One of the most significant changes for JioStar this year is the pricing for Connected TV (CTV) spots, which have seen a considerable hike. As the most premium ad inventory, CTV live spots are priced at Rs 8.5 lakh for a 10-second slot. These high-profile ad placements allow brands to reach a premium audience during live broadcasts of IPL matches.

PPL Sports Ads: Integrated Brand Integration

The IPL 2025 will also feature PPL Sports ads at a price of Rs 1.6 lakh per 10-second spot. These are product placement ads, where brands or products are seamlessly integrated into the content of the show or match. This format is popular for organic brand integration, where the brand becomes part of the storyline, making it less intrusive while still effectively reaching the audience.

SUP Display Ads: High-Impact Visual Placements

SUP Display Ads, or Sponsorship Unit Package Display Ads, are priced at Rs 2.25 lakh per exposure. These ads are strategically placed to maximize visibility, acting as banner or static display ads on the JioStar platform. These are designed to catch the eye of viewers, adding an extra layer of brand presence throughout the match or show.

Handheld and Web Ad Formats: A Diverse Digital Landscape

Alongside CTV, handheld devices and web ads also form an integral part of the IPL’s digital ad ecosystem. These formats are priced based on CPM (Cost Per Thousand Impressions), offering advertisers various entry points into the tournament’s ad inventory.

Live Mid-Roll (MR) and Pre-Roll (PR) Ads

For live-streamed IPL matches, Live Mid-Roll (MR) and Live Pre-Roll (PR) ads are priced at Rs 315 CPM, both providing brands with valuable exposure during key moments of the game. These spots are ideal for advertisers looking to reach viewers during significant breaks in the match, such as halftime or before the game begins.

Video On-Demand (VOD) Advertising

VOD offers advertisers the opportunity to target viewers who prefer to watch IPL content at their convenience. Priced at Rs 190 CPM, VOD ads allow brands to tap into a growing segment of on-demand content consumption, which is becoming increasingly popular among Indian viewers.

Display Ads: Multiple Options for Brand Visibility

The IPL 2025 will also feature a variety of display ads, including masthead ads, frame ads, fence ads, and social banner ads, all priced at Rs 75 CPM. These ads will be placed across various digital platforms, helping brands maximize their reach with lower-cost but high-visibility placements.

Ad Buying Guidelines and Special Rates for Key Matches

JioStar has implemented specific spot-buying guidelines to ensure fair distribution of advertising inventory, ensuring that advertisers get equal exposure across matches. Some of the key buying rules include:

FCT Distribution

Advertisers are required to allocate equal Free Commercial Time (FCT) across all IPL matches, ensuring that all games have a balanced share of ad spots. Additionally, a minimum of 10% FCT must be allocated to afternoon games, which traditionally draw lower viewership compared to prime-time evening matches.

Special Rates for Key Matches

Special pricing is applied to high-profile matches, including:

• First three evening matches: These matches are expected to generate significant viewership, thus drawing a premium ad rate.
• Playoffs and Final: As the climax of the tournament, these matches will have special rates to account for the higher demand for ad spots during these key moments.

The Uncertainty of IPL 2025’s Streaming Platform and Its Impact on Ads

One of the key factors influencing the finalization of the IPL 2025 rate card is the uncertainty surrounding the streaming platform. Media buyers and planners are currently awaiting clarification on whether the streaming rights will remain with JioCinema, revert to Hotstar, or a merged platform will be created. This uncertainty is causing some delay in the finalization of the rate card, but advertisers are already preparing for various scenarios based on the early floating rates provided by JioStar.

Despite the higher initial rates quoted by JioStar, industry sources suggest that these rates may come down once the active buying season for IPL 2025 begins. Brands and advertisers expect some level of flexibility in pricing, especially as competition for ad space intensifies.

What This Means for Advertisers: Strategic Implications for IPL 2025

The surge in ad prices for IPL 2025 reflects a growing recognition of the tournament’s massive viewership, especially in the digital space. For advertisers, the increase in pricing is both a challenge and an opportunity. As more consumers shift to digital platforms, particularly Connected TVs and mobile devices, brands are expected to pay a premium for these high-impact placements.

The expected boost in AdEx (Advertising Expenditure), driven by the growing middle class and increasing disposable income, will also play a pivotal role in the demand for advertising slots. Advertisers will need to navigate rising costs carefully while maximizing their return on investment (ROI) through strategic buys across various platforms and ad formats.

Conclusion: A Shifting Advertising Landscape for IPL 2025

As we approach IPL 2025, the increasing digital ad rates are a reflection of the tournament’s evolving role in the Indian advertising ecosystem. With JioStar’s digital inventory commanding higher prices, especially for premium formats like CTV and PPL Sports, brands will need to adjust their strategies accordingly. At the same time, the ongoing uncertainties about the streaming platform and the final rate card will ensure that the market remains fluid for a while.

For advertisers, IPL 2025 represents both an opportunity and a challenge. The boost in AdEx, driven by a growing digital audience, will likely lead to more competitive bidding for ad slots, ensuring that brands get ample exposure throughout the season. As we approach the start of the tournament, media planners will have to stay flexible and adapt to the evolving landscape of digital advertising.