Mumbai: As the IPL 2025 season smashes viewership records with a staggering 308 million unique viewers across mobile and Connected TV (CTV), a significant shift in media consumption is becoming evident. Of that total, a remarkable 61 million viewers engaged with IPL content through smart TVs and OTT platforms—marking CTV as the silent disruptor in India’s advertising landscape.
While smartphones have long dominated digital consumption in India, CTV is redefining how brands are seen, remembered, and measured. With immersive, unskippable ad formats, family co-viewing, and longer session durations, it offers a premium environment for impactful storytelling—ushering in a new attention economy.
CTV Drives Next-Gen Brand Recall
Recent insights from COTT’s real-time, panel-based data underscore the potential of CTV as a recall engine:
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Fantasy gaming platforms like My11Circle and Dream11 led the charts in Top-of-Mind (TOM) recall—demonstrating strong platform-native execution and resonance.
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Digital-first brands across Fintech, Gaming, and eCommerce consistently featured among the top recall performers, validating their contextual advertising strategies.
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Surprisingly, Google Pay, a mobile-first product, ranked third in TOM recall—highlighting the power of cross-screen reinforcement between mobile and CTV.
| Brand | TOM Count | TOM % | SPONT Count | SPONT % |
|---|---|---|---|---|
| My11Circle | 3104 | 22.54% | 1940 | 11.9% |
| Dream11 | 1940 | 14.08% | 1649 | 10.12% |
| Google Pay | 679 | 4.93% | 776 | 4.76% |
| Rajshree Elaichi | 485 | 3.52% | 485 | 2.98% |
| Campa | 485 | 3.52% | 1164 | 7.14% |
| Zupee | 388 | 2.82% | 679 | 4.16% |
| Ambuja Cement | 291 | 2.11% | — | — |
| Tata IPL | 291 | 2.11% | — | — |
| Sprite | — | — | 388 | 2.38% |
| Thums Up | — | — | 582 | 3.57% |
Why CTV Recall Matters More Than Ever
As traditional metrics like CTR and impressions grow increasingly outdated in today’s fragmented attention economy, CTV emerges as a powerful alternative with measurable brand salience:
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CTV viewers are more attentive, sessions are longer, and ad recall is significantly higher due to the lean-back viewing experience.
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Brands that activated campaigns on CTV saw TOM scores far exceeding SPONT recall, indicating stronger long-term retention.
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With advanced measurement techniques like fingerprinting and in-app behavior mapping, platforms like COTT can deliver deep insights into brand impact—who remembered, who didn’t, and why.
The Marketing Takeaway
CTV is no longer just another screen—it’s the new primetime.
For brands—particularly digital-native ones—IPL on Connected Devices has proven to be a brand recall multiplier. When messaging is tailored to context, and platform, viewers don’t just see an ad—they remember it.
As advertisers prepare for future campaigns, embracing the power of CTV could be the key to cutting through the noise and leaving a lasting impression in India’s living rooms.
