With the TATA IPL 2025 nearing its season finale, AdTech company mFilterIt has released a report providing an in-depth examination of brand advertising trends during the tournament’s initial 50 matches.  The report emphasizes the category-wise dominance, favoured ad formats, and platform-specific creative strategies that are shaping this year’s advertising landscape.

The Food & Beverages and Services sectors emerged as the most prominent, capturing the majority of advertising on both TV and mobile platforms.  On TV, Food & Beverages made up 26% of all advertisements, with Services coming in close behind at 25%.  On mobile, their presence was even more marked, with Food & Beverages leading at 36% and Services following at 28%.

This year’s IPL is still drawing significant advertising investment, showcasing its appeal for dual-screen engagement.  mFilterIt’s analysis indicates that brands are adopting more data-driven strategies, customizing content according to platform behavior. In the mobile context, categories driven by impulses, such as Food & Beverages and Services, gain from immediate interaction and swifter conversion cycles. Conversely, television gravitated towards sectors like Durables (13%), Banking & Finance (9%), and Automobiles (6%), where impact is fueled by long-term storytelling and repeated exposure.

Related: How IPL Transitioned from Brand Awareness to Performance Marketing Dominance

Campa and My11Circle emerged as the top spenders among the leading brands, each accounting for an 8% share of mobile advertising. Other notable advertisers were Rajshree, Zupee, iQOO, Google, and Coca-Cola, with each providing 3–6% of the total advertisements.

There was a clear divergence in format preferences between platforms. On television, Box Banners had a dominant share of 69%, whereas L Banners and Aston Banners comprised 12% and 18%, respectively.  The mobile formats showed a more even distribution, with Box Banners at 52% and Aston Banners at 48%. This reflects mobile-first designs focused on enhancing visual impact and native integration.

In mobile Box Banners, Parle held the lead with a 13% share, while DOLLAR topped Aston Banners with 11%. In the Box Banner category on TV, Campa (5%), My11Circle (4%), and Rapido (4%) were in the lead, with My11Circle also taking the top spot in Aston Banners (15%), followed by PhonePe (11%) and MRF (10%). Vivo and iQOO each accounted for 10% in the L Banner format, highlighting a robust presence of tech brands in the linear advertising space.

Dhiraj Gupta, CTO and Co-Founder of mFilterIt, commented on the findings: “IPL has become a critical media moment for brands, not only because of its scale but also due to the unique dual-screen behavior it drives. 

With audiences engaging simultaneously across TV and mobile, there is a need for a more data-driven and format-aware advertising strategy. 

Brands cannot depend solely on visibility anymore; they need to ensure that their creatives are delivered completely, in the appropriate format, and at the optimal time.  Genuine influence derives from grasping how, where, and when your advertisement actually makes contact.

Even with the vigorous activity, various sectors, including education, real estate, household products, and personal accessories, continued to be underrepresented. These gaps indicate unutilized prospects in a tournament that reliably provides significant regional and youth involvement.

The report concludes that although brands are becoming more adept at platform-specific advertising, challenges related to format effectiveness, creative delivery, and media waste continue to exist. mFilterIt recommends that advertisers take a performance-oriented approach, utilizing precise ad serving and customized strategies to turn IPL’s unparalleled reach into quantifiable returns.