BFSI earned 1.44x better recall with 4.8% IPL CTV share

The immediate takeaway is that low impression share did not prevent BFSI from outperforming on recall efficiency during IPL 2026 CTV. For streaming ad buyers, that reinforces the value of measuring outcomes by audience response rather than raw impression volume. The ecosystem angle is clear in COTT’s framing: on a marquee event like IPL, different categories can generate very different recall results on the same CTV inventory. The key signal to watch next is whether future COTT reporting breaks out recall efficiency by other advertiser verticals on CTV.