A striking 36% of all mobile ads during the first 50 matches of TATA IPL 2025 came from Food & Beverage (F&B) brands, with the Services sector close behind at 28%, highlighting a clear shift toward mobile-first advertising strategies, revealed a report by mFilterIt. On television, F&B held a 26% share, while Services captured 25%, underscoring their dominance across both screens during one of the most-watched sporting events in the country.
As the IPL resumed last weekend following a brief suspension due to regional tensions, the data paints a vivid picture of how advertisers are targeting India’s split-screen audience—leveraging mobile’s immediacy for quick conversions and TV’s scale for sustained brand recall.
Impulse-driven brands have surged on mobile, where consumers are more likely to take real-time action. Among top mobile advertisers, Campa and My11Circle each commanded 8% of the total ad space, while Parle led Box Banner ads with a 13% share. DOLLAR took the lead in Aston Banners with 11%, indicating precise creative targeting. Service brands such as Zupee, iQOO, and Google also secured prime visibility.
Television, by contrast, saw a more balanced spread. Durable goods held 13% of the ad share, Banking & Finance 9%, and Auto 6%, in addition to heavy investments from F&B and gaming platforms. Box Banners dominated the TV format at 69%, followed by Aston Banners at 18% and L Banners at 12%. My11Circle led Aston Banner ads on TV with 15%, followed by PhonePe and MRF.
Despite the advertising boom, some major sectors have been notably absent. Education, Real Estate, Household Products, and Personal Accessories were underrepresented across both platforms, missing out on the IPL’s massive and diverse viewership. These gaps, experts say, reveal a missed opportunity in a tournament known for its deep regional reach and strong appeal among young audiences.