Mumbai: The Indian Premier League (IPL) has long been a battleground for brands looking to capture audience attention. With millions of viewers glued to their screens, advertisers pour significant budgets into IPL campaigns. However, how effectively does advertising translate into brand recall? The latest CrispInsights & Kadence eDART-IPL24 report on IPL 2024 Return on Investment (ROI) offers some eye-opening insights.
The 200+ GRP Threshold: The Key to Brand Visibility
One of the standout findings of the report is that a brand needs at least 200 Gross Rating Points (GRPs) to register recall among viewers. While over 100 brands advertised on IPL broadcasts, only 30 managed to surpass this critical GRP threshold. About 10 brands dominated with over 500 GRPs, significantly enhancing their visibility.
The report indicates that below a certain level of GRP spend, brand recall remains negligible. This underscores the importance of sustained advertising exposure for achieving consumer recognition.
Beyond Traditional Advertising: The Power of Non-FCT Visibility
Interestingly, advertising isn’t the only way to drive recall. The study highlights the effectiveness of non-FCT (Free Commercial Time) visibility, which includes branding through team sponsorships, logos on clothing, and on-ground advertising.
For example, brands such as Slice (finance), BKT, and Paytm achieved high recall despite not investing heavily in direct advertisements. Their strategic placements during the telecast allowed them to achieve recall equivalent to 200 GRPs, proving that brand integration within the match environment can be as impactful as traditional ads.
Who Won the Recall Battle? Top Brands That Stood Out
Among the brands that managed to create the highest recall, Jio, Tata Group, Slice, BKT, and Paytm led the pack without significant direct advertising. This further reinforces the power of strategic visibility beyond traditional ad placements.
However, advertising still plays a crucial role in amplifying recall. The report showcases how brands that combined advertising with sponsorships saw the best results. A case in point is Dream11 vs. My11Circle:
- Dream11, which advertised 2.7 times more than My11Circle, enjoyed 2.7 times higher recall.
- Angel One, despite spending only a third of the GRPs compared to competitor Groww, achieved far superior recall.
Sponsorship vs. Advertising: A Force Multiplier Effect
While sponsorship alone helps, the report makes it clear that a combination of sponsorship and advertising is the winning formula.
Brands such as Vimal, Parle, and Kamla Pasand invested heavily in advertising, spending more than Dream11 and My11Circle, yet they failed to generate comparable recall. On the other hand, Dream11 and My11Circle, which had both sponsorship and heavy advertising, saw exponentially higher recognition.
“Sponsorships and strategic brand placements are proving to be just as powerful, if not more, than traditional advertising in high-impact events like IPL,” said Ritesh Ghosal, Founder at CrispInsight. “Jio, Tata Group, and Paytm’s strong recall without conventional ads reinforces that visibility-driven strategies are critical to maximizing impact. Brands must rethink their IPL marketing approach and balance traditional advertising with smarter, recall-focused placements.”
In-Game Involvement: The X-Factor
The study further emphasizes that brands involved in the game experience itself generate the highest recall. The figures speak for themselves:
- Dream11 (37.7%) and My11Circle (14%) topped the brand recall list due to their deep integration with the IPL ecosystem.
- In contrast, brands like Vimal (2.4%), Parle (4.1%), and Kamla Pasand (4.2%) had significantly lower recall despite high advertising investments.
Key Takeaways for Brands & Advertisers
- 200+ GRPs is essential – Any brand aiming for strong recall must ensure significant visibility in terms of ad spend.
- Non-FCT visibility is highly effective – Stadium branding, jersey sponsorships, and logo placements can drive recall comparable to ad spending.
- Sponsorship + Advertising is the magic formula – Brands that combine the two enjoy significantly higher recall.
- In-game involvement boosts impact – Fantasy gaming, fintech, and e-commerce brands leveraging in-game exposure saw the best results.
- Blind ad spending isn’t enough – Despite high investments, some brands failed to register strong recall, emphasizing the need for a well-planned IPL strategy.
Aman Makkar, Kadence International, emphasized the need for brands to adapt to changing consumer behavior. “IPL is one of the most competitive advertising platforms, and with numerous brands vying for attention, standing out requires more than just high ad spends. Strategic sponsorships, in-stadium branding, and seamless brand integration within the event ecosystem are proving to be equally—if not more—effective in driving recall and engagement.”
The IPL 2024 ROI findings reaffirm that not all advertising yields results equally. Brands that integrate advertising with sponsorships and leverage non-FCT opportunities gain a distinct advantage. With IPL ad rates rising each year, the findings emphasize that IPL marketing success depends not just on how much a brand spends, but how effectively it spends it. Non-FCT strategies such as team sponsorships, on-screen placements, and stadium branding are proving to be strong alternatives to traditional ads, offering sustained visibility throughout the tournament.
For brands planning their next IPL campaign, these insights provide a crucial blueprint: Spend wisely, integrate smartly, and ensure visibility across multiple touchpoints to maximize recall and engagement.
