Automobiles top men’s recall at 21%, while food & snacks lead women’s at 17% in IPL 2025: Report
As IPL 2025 enters its third week, the latest findings from the ongoing eDART-IPL25 study by CrispInsight and Kadence International reveal a striking demographic divide in brand recall. Based on insights from over 20,000 viewers across 60+ cities, the data shows that women are more likely to recall everyday consumption and mobility categories, with 17% recalling food & snack brands, 6% remembering two-wheeler ads, and 3% recalling personal care.
In comparison, men are more attuned to traditionally dominant IPL categories, with 21% recalling automobile brands, 48% recalling fantasy sports, 16% tyres, and 6% financial services. The differences extend beyond gender to age as well. Younger audiences (15–19 years) are significantly more responsive to fantasy sports (39%) and beverage brands (23%), while older viewers (45+ years) show stronger recall for banking (29%), liquor (21%), and e-commerce (18%) highlighting lifestyle priorities shaped by age.
This isn’t just about what’s shown during the match, it's about what resonates with the audience on a deeper level. Advertisers often focus on visibility, but what truly drives recall is the alignment between a brand’s message and the values, preferences, and lifestyle of the viewer. Our study shows that when brands engage with women or youth-focused categories, even in traditionally underrepresented sectors, they have the potential to create a lasting connection,” said a spokesperson from CrispInsight. “In this competitive ad space, it’s not just the volume of ads that matters, but how well those ads connect with specific audiences.”
Women are an underleveraged audience in sports marketing,” added Aman Makkar, Partner at Kadence International. “Brands in categories like snacks, wellness, and mobility should seize this opportunity. A more inclusive approach to IPL advertising could drive meaningful engagement across a broader demographic.”
Even within the same telecast, brand impressions vary drastically across demographics. The variations in recall reflect deeper differences in category affinity and brand impact. Categories that align closely with viewer identity even with lower ad volumes can generate meaningful engagement. While categories like fantasy sports and automobiles benefit from sheer visibility, sectors such as food, mobility, and wellness punch above their weight when messaging is relevant and targeted, especially among women and younger viewers.
Using Day-After Recall (DAR) methodology, the Week 3 report of the eDART-IPL25 study focused specifically on gender and age-based brand attention, offering timely insights into what’s working in this season’s advertising landscape. With more matches ahead and an increasingly diverse IPL audience, the message is clear: impactful advertising starts not with reach but with relevance.
Access the full report here.
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