IPL 2026 attracted ₹5,200 crore in ad revenue despite an 18.8% decline in linear TV ratings, as advertisers shifted focus to digital platforms and Connected TV (CTV). The change reflects evolving audience consumption habits, with a significant increase in digital engagement and multi-screen viewing. Brands focused on deeper integrations and measurable outcomes across various platforms, including CTV and mobile.
The IPL's sustained ad revenue despite declining linear TV viewership underscores the accelerated shift in ad spend towards digital and CTV platforms. This indicates a maturing market where advertisers prioritize measurable outcomes and integrated cross-platform strategies over mass, undifferentiated linear TV reach. As audience fragmentation increases across devices and content formats, media owners will need to offer sophisticated multi-screen solutions to capture value. Watch for how other major live sports properties adapt their monetization models to reflect this move away from singular 'appointment viewing' to an ecosystem of engagement.
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