CTV takes 39% of digital ad share in IPL 2026 matches
A TAM Sports report on the first 31 matches of the IPL 2026 reveals a significant divergence in ad strategies between platforms. Connected TV (CTV) captured 39% of the digital advertising share, attracting digital-first brands, while Linear TV advertising remained dominated by FMCG companies.
Key Takeaways
- TAM Sports says CTV captured 39% of digital ad share in the first 31 IPL 2026 matches.
- Digital-first brands were the main advertisers buying CTV inventory, according to the report.
- Linear TV advertising during the same IPL 2026 window stayed rooted in FMCG.
- The data covers the first 31 matches of IPL 2026, not the full tournament.
Why It Matters
The split is concrete: CTV is taking a large share of digital ad spend during IPL 2026, while Linear TV is still anchored by FMCG buyers. That means the same sports property is being monetized through two different buyer sets and buying paths. For streaming and ad-tech teams, the useful signal is how much of IPL’s digital demand keeps flowing to CTV versus other digital formats, and whether FMCG remains concentrated on linear inventory. Watch the ad-share mix in later IPL 2026 match reports, especially whether the 39% CTV share holds as the tournament progresses.
Read full article at medianews4u.com
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