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Maximizing Impact During IPL: Why Smart Brands Focus on Ad Monitoring, Frequency Capping & Fraud Prevention

The Indian Premier League (IPL) continues to shatter records, not just on the field but also in the advertising arena. The 2025 season has witnessed a remarkable 29% increase in the number of advertisers compared to the previous year, with over 55 brands vying for attention during the first five matches alone.

However, with this vast opportunity comes significant risk. The surge in advertising can lead to overspending, ad fatigue among viewers, and an uptick in fraudulent activities targeting high-profile events like the IPL.

This blog explores how strategic implementation of ad monitoring, frequency capping, and fraud detection can be the difference between a successful IPL campaign and a costly misstep.

What will your brand get out of IPL advertising?

Here are the benefits your brand will get out of IPL advertising:

Fast Massive Reach

The Indian Premier League (IPL) isn’t just a cricket tournament — it’s a nationwide spectacle with a global fanbase. In the 2024 season, the IPL reached a cumulative audience of 546 million viewers on television alone, with digital platforms like JioCinema attracting an additional 620 million viewers. This unparalleled reach offers brands instant national visibility.

For brands, this means instant national visibility. Doesn’t matter if you’re launching a new product or driving top-of-funnel awareness, IPL advertising is your opening batsman — aggressive, high-impact, and out to make a statement from ball one.

In most media environments, building this kind of reach would take weeks, even months. With IPL, it can happen in a matter of days, sometimes even overnight. You’re not just reaching people — you’re entering living rooms, conversations, and social media feeds in real time.

Hyper-Engaged Audience

IPL viewers are not just numerous; they are deeply engaged. During the 2024 season, JioCinema reported that viewers spent an average of 75 minutes per session, up from over 60 minutes in the previous season. This substantial time spent indicates a highly captivated audience, providing brands with extended exposure and increased opportunities for message retention.

A neuroscience study revealed that during IPL 2024, viewers exhibited 1.2 times higher attention to ads on connected TVs compared to linear TV, and brand equity increased by 1.5 times on connected TVs. This heightened engagement translates to more effective advertising, as audiences are more receptive and responsive to brand messages during the tournament.

Better Brand Recall

Repeated exposure during the IPL significantly enhances brand recall. The tournament’s high-frequency matches and extensive viewership provide multiple touchpoints for audiences to internalize brand messages.

Integrating advertisements with specific in-game moments, such as boundaries or wickets, further amplifies recall. For instance, Cadbury Dairy Milk’s #ThankYouFirstCoach campaign during IPL 2024, which featured heartfelt tributes to cricketers’ first coaches, resonated deeply with audiences and reinforced brand association.

By now you’ve understood the massive opportunity IPL advertising is. But over the years, there’s been a marked increase in programmatic ad buys and real-time bidding (RTB). Platforms like JioCinema have enabled precise audience targeting, allowing brands to bid dynamically for premium ad slots in real time. While this opens up opportunities for better efficiency and control, it also intensifies competition.

With thousands of brands vying for the same inventory, standing out without overspending becomes a strategic challenge. The very speed and scale of programmatic — if not managed carefully — can lead to frequency spikes, wasted impressions, or audience fatigue. For smart advertisers, this creates an opportunity: those who can balance agility with optimization can win both attention and efficiency.

To know more about Combined Monitoring, FCAP, and Fraud Prevention click here