Food & Beverage lead IPL 2025 ads

F&B and Services emerged as the top advertisers during IPL 2025, accounting for 36% and 28% of mobile ads, and 26% and 25% on TV, revealed a recent report by mFilterIt. Mobile drew brands focused on quick consumer actions, while TV saw broader category representation. Sectors like Education and Real Estate missed out on the IPL’s vast, youth-driven audience.

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Food & Beverage (F&B) brands accounted for a commanding 36% of all mobile ads during the first 50 matches of TATA IPL 2025, followed closely by the Services sector at 28%, according to a recent report by AdTech pioneer mFilterIt. The findings highlight a clear shift toward mobile-first advertising, as marketers adapt to India’s dual-screen viewing habits during one of the country’s most-watched sporting events.

On television, F&B and Services aintained strong visibility, capturing 26% and 25% of ad share respectively, underscoring their widespread presence across both platforms. The data reflects a growing emphasis on leveraging mobile for immediate consumer action, while relying on TV to build long-term brand awareness at scale.

Mobile platforms proved particularly effective for impulse-driven categories. Campa and My11Circle emerged as leading mobile advertisers, each claiming 8% of overall mobile ad space. Parle led Box Banner formats with a 13% share, while DOLLAR topped Aston Banners with 11%, indicating precise creative placement. Service-based brands like Zupee, iQOO, and Google also secured prominent mobile real estate.

Television, meanwhile, offered a more balanced advertiser mix. Alongside F&B and gaming platforms, categories such as Durable Goods (13%), Banking & Finance (9%), and Automotive (6%) made notable investments. Box Banners dominated TV ad formats at 69%, followed by Aston Banners (18%) and L Banners (12%). My11Circle led Aston Banner ads on TV with a 15% share, ahead of PhonePe and MRF.

The return of the IPL last weekend, following a temporary suspension due to regional tensions, reignited advertising momentum. However, certain sectors—including Education, Real Estate, Household Products, and Personal Accessories—remained conspicuously underrepresented on both mobile and TV. Experts note this as a missed opportunity, especially given the IPL’s vast reach and strong appeal among younger, regional audiences.