Tata has emerged as the most recalled brand during IPL 2026, according to a SCORE report tracking advertising effectiveness across the tournament. The finding underscores how large advertisers are no longer relying on single-channel dominance but are integrating television, digital, and mobile touchpoints to maximise visibility during high-attention events like the IPL.
Multi-screen is now baseline, not advantage
The report points to Tata’s sustained presence across linear TV, OTT streaming, and mobile formats as a key driver of recall. This reflects a broader industry shift: IPL is no longer a TV-first property. With streaming consumption rising year-on-year, brands that synchronise messaging across screens are seeing stronger recall metrics compared to those operating in silos.
Frequency, not just reach, is doing the work
Beyond reach, Tata’s strategy appears to have leveraged repeated exposures across platforms. This reinforces a critical planning shift — frequency built through platform diversification is proving more effective than high spends concentrated on a single medium.
What this means for the industry
For advertisers, IPL planning is evolving into a data-led exercise balancing GRPs with digital impressions and contextual placements. Media buyers will need to optimise for unified reach and frequency curves rather than channel-specific metrics. Measurement frameworks like SCORE are also gaining importance as brands demand clearer attribution across fragmented viewing environments.
Closing thought
In IPL-sized media environments, recall is no longer bought — it’s engineered across screens.