A new advertising analysis of IPL 2026 by Chrome OTT has highlighted a clear shift in brand performance metrics, showing that creative effectiveness—not just media spend or visibility—is emerging as the primary driver of consumer recall in India’s most competitive advertising environment.

According to a Chrome Data press release, the findings underline how brands operating in high-clutter ecosystems like the Indian Premier League need to rethink their approach, as higher impressions alone are no longer sufficient to ensure memorability or impact.

One of the most striking examples from the study was Tata Sierra, which recorded the highest recall at 8.3 per cent despite having a relatively modest impression share of 6.8 per cent. In contrast, Lloyd AC led in exposure with 15.2 per cent but managed only 5.2 per cent recall, while Renault Duster posted 12.1 per cent visibility with just 4.8 per cent recall. The data points to a widening gap between exposure and effectiveness when creative execution fails to resonate.

A more balanced performance was seen with Campa Cola, which combined 13.8 per cent exposure with a strong 7.6 per cent recall, emerging as a case study in aligning creative storytelling with media reach. Other brands such as Colgate Total, SuperMoney UPI, Vimal Elaichi, and BKT Tyres maintained steady visibility but lagged in recall, indicating limited differentiation in messaging.

Even globally recognised brands like Red Bull and Apple MacBook Neo were not immune to this trend, as they struggled to convert exposure into meaningful recall, reinforcing the study’s central finding.

Commenting on the analysis, Dr. Pooja Shrivastava, Group Head – Data Sciences at Chrome DM, said that higher impressions do not necessarily translate into higher recall. She emphasised that factors such as timing, relatability, and storytelling continue to play a decisive role in how audiences remember ads, especially during large-scale events like the IPL.

The report suggests that recall efficiency is fast becoming a critical KPI for advertisers, particularly in environments where multiple brands compete simultaneously for viewer attention. As the IPL continues to be one of the most cluttered advertising platforms, the study indicates that only campaigns with distinctive and engaging creative can cut through the noise and deliver real brand impact.

With brands increasingly investing in high-visibility events, the findings reinforce a growing industry shift—from focusing purely on scale to prioritising creativity, context, and audience connection as the true drivers of advertising success.