IPL 2025: A Big Win for Social Media Ads, but Beware of Fake Traffic and Wasted Spends

The Indian Premier League (IPL) 2025 isn’t just about cricket; it’s about big money in advertising. According to the Integral Ad Science (IAS) report, ad revenues this season are expected to soar between INR 6,000 crore and INR 7,000 crore. With digital spending leading, brands fight for space across social media and connected TV (CTV). Not all digital ads land where brands expect, and some fall into the trap of Made for Advertising (MFA) websites, low-quality pages that exist solely to rake in ad revenue.

Continue reading; let’s break it down.

The Hidden Danger of MFA Websites

Ever wonder where your ads go? Some of them might end up on MFA websites. These sites attract cheap traffic and aggressively push ads, leading to wasted impressions. A 2024 ANA report revealed that 6.2% of global ad spending went to such platforms.

The IPL 2025 season only worsens the issue. In 2024, India’s Invalid Traffic Rates (ITR) spiked by 93% from February to March, just before the tournament. That’s a lot of fake views draining advertisers’ budgets.

IAS warns brands: If you want real engagement, avoid MFA sites. Major sporting events attract millions, but poor-quality ad placements won’t help your brand stand out.

IPL Finals Bring Brand Safety Risks

Another concern? Brand risk. During IPL 2024, the Asia-Pacific (APAC) region saw a 60% rise in brand risk during the tournament’s final match. That means more brands found their ads appearing alongside inappropriate or irrelevant content.

To get the best results, advertisers can focus on high-quality placements on social media, sports-related content, or streaming services.

The Secret to Reaching IPL Viewers? Non-Live Sports Content & CTV

Here’s an interesting twist: Indian sports fans spend 20% more time-consuming non-live sports content than live matches. That means highlight reels, post-match analysis, and player interviews get as much attention as the game.

So where should brands focus their ad spend? Connected TV (CTV).

According to IAS, 74% of marketers believe CTV ads work better with live sports than traditional sponsorships. But here’s the catch: 17% of CTV ad impressions serve when the TV is off. That means brands need to track where their ads are landing.

Smart Advertising Wins the Game

IPL 2025 is a goldmine for advertisers, but only if they play it smart. Avoiding MFA sites, ensuring brand safety, and leveraging CTV correctly can make all the difference. As the cricketing action heats up, so does the competition among brands. The ones that plan strategically will score big both on-screen and in their ad revenues.