IPL 2025: TV Box Banners dominate with 78% share, while mobile sees Aston Banners soar 12x higher to 48%
HighlightsThe mFilterIt report reveals that Box Banners dominate television advertising during the Tata Indian Premier League 2025, capturing a substantial 78 percent share, while Aston Banners are gaining traction on mobile with a 48 percent share. Food and beverages emerged as the leading advertising categories during the first half of the tournament, accounting for 26 percent of television ads and 36 percent of mobile ads, highlighting the trend towards impulse-driven purchases on smaller screens. mFilterIt identifies significant 'white spaces' in IPL advertising, with categories such as education, real estate, household products, and personal accessories being notably underrepresented, indicating missed opportunities for brands to reach the diverse viewership of the league.
As the Tata
IPL 2025
resumes after a brief hiatus, a comprehensive analysis by AdTech pioneer mFilterIt has brought to light fascinating insights into the advertising landscape during the first 50 matches of the season. The report underscores a growing sophistication in brand strategies, with a clear divergence in ad format preferences and sectoral dominance across TV and mobile platforms.
The
mFilterIt report
highlights a stark contrast in ad format effectiveness. Box Banners emerged as the undisputed leader on television, commanding a substantial 78 per cent share, reflecting a continued preference for broad-reach, traditional placements. However, their dominance was less pronounced on mobile, where they held a 52 per cent share. Conversely, Aston Banners experienced a surge on mobile, capturing a 48 per cent share – nearly 12 times higher than their meager four per cent share on TV. This underscores a decisive shift towards mobile-first creative approaches that prioritise visual recall and seamless integration within the user interface. TV's remaining format shares were thinly spread across L Banners (12 per cent) and Aston Banners (18 per cent), indicating a more rigid format ecosystem.
"IPL has become a critical media moment for brands, not just because of its scale, but due to the unique dual-screen behavior it drives," stated Dhiraj Gupta, CTO and co-founder, mFilterIt. "Audiences are engaging across TV and mobile simultaneously, and this demands a more data-driven, format-aware advertising strategy. Brands can no longer rely on visibility alone—they must focus on whether their creatives are served fully, in the right format, and at the right moment. Real impact comes from understanding how, where, and when your ad truly lands.'
The analysis further revealed significant shifts in sectoral advertising. Food and beverages and services have emerged as the most dominant advertising categories across both TV and Mobile. Food and beverages captured a substantial 26 per cent on TV and an even larger 36 per cent on mobile, suggesting a push for impulse-driven purchases and real-time engagement on smaller screens. The services sector mirrored this trend, securing a 25 per cent share on TV and 28 per cent on mobile.
While impulse-driven categories thrived on mobile, TV continued to attract sectors where brand storytelling and trust-building are paramount. Durables (13 per cent), banking and finance (nine per cent), and auto (six per cent) saw significant ad volumes on television, in addition to the omnipresent food and beverages and services sectors.
At the individual brand level, Campa and My11Circle were the standout advertisers, each contributing a significant six per cent of the total ad volume. Their presence across both platforms signifies a strategic drive for consistent brand visibility throughout the tournament. Other prominent advertisers included Parle, Rajshree, Zupee, iQOO communication and Google, all vying for the spotlight.
Mobile-exclusive insights painted an even more granular picture. Parle dominated the Box Banner format with a 13 per cent share, while Dollar took the lead in Aston Banner placements with 11 per cent, indicating a deliberate screen-specific creative allocation by these brands.
On television, Campa (five per cent), My11Circle (four per cent) and Rapido (four per cent) led the Box Banner category. My11Circle demonstrated its strategic prowess by leading Aston Banners with a 15 per cent share, followed by PhonePe (11 per cent) and MRF (10 per cent). L Banner advertising saw strong showings from Vivo and iQOO, both claiming a ten per cent share, highlighting a concerted focus by tech brands on maintaining prime-time visibility.
Despite the intense competition, mFilterIt's report also identified significant "white spaces" in IPL advertising. Categories such as education, real estate, household products, and personal accessories remained notably underrepresented during the first half of the tournament. These gaps represent a missed opportunity for sectors that could significantly benefit from the IPL's massive and diverse viewership, especially given the league's deep regional penetration and youth skew.
The analysis makes it clear that the IPL advertising arena is rapidly evolving, demanding a more nuanced and data-driven approach. mFilterIt emphasises the critical need for brands to move beyond traditional ad buying and instead embrace a data-first strategy. By prioritising accurate delivery, platform-specific creative strategies, and eliminating wastage, advertisers can transform their IPL investments from a vanity spend into a powerful performance driver. As the IPL 2025 season gears up for its second half, brands will undoubtedly be scrutinising these insights to fine-tune their strategies and maximise their impact on this premier sporting spectacle.
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