MUMBAI: A new research report has revealed that throwing cash at just traditional TV spots during the IPL might not be the most effective way to go if an advertiser wants to hop onto this high impact property.

The eye-opening study from CrispInsight's eDART-IPL24, in partnership with Kadence International, suggests brands would be better off plumping for sponsorships and stadium branding rather than just splurging on conventional commercials  alone without any connect with what’s going on in the game or or in the studio.

"Sponsorships and strategic brand placements are proving to be just as powerful, if not more, than traditional advertising in high-impact events like IPL," declared CrispInsight founder Ritesh Ghosal, who's clearly not one to mince words.

Despite over 100 brands scrapping for eyeballs during last year's tournament, only a handful – Jio, Tata Group, Slice, BKT, and Paytm – aced it with top-of-mind recall. The kicker? None relied on just traditional telly commercials to make their mark.

The report exposed a gaping disconnect between GRP (gross rating points) spend and actual brand recall. While Dream11 led the pack with a 37.7 per cent recall from 1,730 GRPs, some big spenders found themselves caught behind – gutka brand Vimal splashed out on 3,016 GRPs but limped home with a measly 2.4 per cent recall.

"IPL is one of the most competitive advertising platforms," noted Aman Makkar of Kadence International. "Standing out requires more than just high ad spends."

With IPL ad rates now requiring the GDP of a small nation, savvy marketers are discovering that non-FCT strategies – team sponsorships, on-screen placements, and stadium branding – keep brands in the spotlight long after the commercials fade to black.

As the 2025 season looms large, the message is crystal clear: it's not about how much money you throw at the IPL – it's about where you pitch it.