BFSI Brands Outperformed Bigger Advertisers on IPL 2026 CTV Recall, Finds COTT Report

Banking, financial services and insurance (BFSI) brands punched above their weight during IPL 2026's Connected TV advertising battle. Despite accounting for just 4.8% of total ad impressions, the category generated 6.9% of overall viewer recall, making it the most effective advertising sector on the platform, according to a study by COTT | Chrome Digital Ad Track.

The report found that BFSI was the only major category to record a Recall Efficiency Index above 1x, indicating that its share of consumer recall exceeded its share of advertising exposure. The category posted an index of 1.44x, ahead of automobiles at 0.95x, FMCG at 0.83x and digital and e-commerce brands at 0.75x.

The findings suggest that during one of India's most crowded advertising events, media weight alone did not guarantee consumer memory. Instead, BFSI advertisers appeared to achieve stronger recall through a combination of targeted messaging, creative effectiveness and platform relevance.

The study estimates that among the 255 million IPL viewers watching on Connected TV, BFSI advertising was recalled by nearly 1.7 crore banking and investment consumers. The report described this as a significant opportunity for financial brands seeking to engage high-intent audiences on premium digital screens.

At the brand level, investment platform Angel One emerged as the category leader in absolute recall. The company generated a 14.2% recall share from an 11.8% impression share, translating into a Recall Efficiency Index of 1.20x.

However, IDFC First Bank stood out as the most efficient advertiser within the BFSI category. The bank generated an 11.1% recall share despite accounting for only 8.7% of impressions, resulting in the highest Recall Efficiency Index among major BFSI advertisers at 1.27x.

PhonePe also outperformed its advertising share, delivering a 6.8% recall share from 6.3% of impressions and achieving an efficiency score of 1.08x. Groww, meanwhile, was the only major BFSI advertiser in the study whose recall lagged behind its media exposure, posting an efficiency score below 1x.

The trend was equally visible among metro audiences across Mumbai, Delhi, Bengaluru, Hyderabad, Chennai and Kolkata. Among viewers who spent more than two hours each week on online banking and insurance services, IDFC First Bank once again led the category, recording an 11.7% recall share against a 9% impression share.

SBI followed with a recall efficiency score of 0.95x, while HDFC Bank posted 0.97x. Kotak Neo recorded a recall efficiency score of 0.80x.

One of the more notable findings in the report was what it described as the "super-app ecosystem advantage". Financial brands that offer multiple services such as payments, investments, lending and insurance through integrated digital platforms appeared to benefit from stronger consumer familiarity beyond their advertising campaigns.

According to the report, brands such as IDFC First Bank and SBI may have benefited from habitual consumer engagement across their digital ecosystems, allowing them to maintain stronger recall without relying solely on advertising volume.

The study was based on COTT | Chrome Digital Ad Track (CTV) data and a primary survey conducted between March 28 and May 25, 2026. It covered 22,678 respondents identified as weekly active Connected TV viewers and frequent users of banking services.

For advertisers, the findings underscore a broader shift in how effectiveness is measured on premium digital platforms. As Connected TV audiences continue to grow and advertising clutter intensifies, the brands that win attention may not necessarily be those with the largest budgets, but those that leave the strongest impression. IPL 2026's BFSI advertisers demonstrated that being remembered can matter more than simply being seen.