IPL drives the largest CPM spikes in the India CTV ad market. Agency estimates suggest that non-skippable pre-roll rates on JioHotstar during live IPL matches can be 3–5x the platform's non-IPL standard rates. The precise multiple depends on the match (knockout games and finals command more than group-stage games), the deal structure (integrated sponsorship packages versus standard media buys), and the timing of the commitment—advertisers who book early in the planning cycle pay less than those who enter the market as the tournament approaches.
The spike mechanism is simple supply and demand. IPL on CTV generates India's highest concurrent streaming viewership. JioHotstar has a fixed number of ad slots per match. Premium advertisers—auto, FMCG, BFSI, e-commerce—all want to be present. When demand is multiples of supply, prices rise sharply. After the tournament ends, CPMs fall back toward non-IPL levels within a few weeks, though the festive season (September–November) is the next demand peak.
Planning around IPL CPM spikes
- Commit early: Book IPL inventory well ahead of the season to access pre-inflated rates; last-minute buys face the full premium
- Plan the off-season: January–March and June–August offer softer CPMs—use these windows for reach building at lower cost
- Diversify platforms: SonyLIV and Zee5 during IPL season are significantly cheaper than JioHotstar; a multi-platform strategy can extend reach without fully absorbing the JioHotstar premium
- Evaluate sponsorship vs media: For brands with large IPL budgets, integrated sponsorship packages can deliver better effective CPMs than buying individual spot media at peak rates
Full guide
For a complete explanation, read: IPL vs non-IPL CTV CPMs: how much do rates spike during the tournament?