Advertising volumes for IPL 2026 linear TV increased by 4.2% year-over-year, with e-commerce and Google dominating ad spend across both linear and connected TV platforms, according to TAM Sports. The report highlights a strong overlap between advertisers using both linear TV and CTV, suggesting brands view them as complementary mediums for broad reach and targeted engagement. CTV is increasingly appealing to premium and technology-focused advertisers seeking digitally connected audiences.
The IPL 2026 ad data confirms a strategic pivot towards unified media buying across linear and connected TV, rather than an either/or approach. Advertisers are leveraging linear for mass reach and CTV for targeted engagement with specific demographics, particularly luxury and tech brands. This signals increasing sophistication in media planning for major events, where platform-specific content and audience attributes are key. Expect to see continued growth in blended strategies, with digital-first companies like Google leading ad spend in major sporting events across all screens.
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