IPL 2026 Ad Volumes Up 4%, Distinct Advertiser Mix Across Linear TV, CTV
Advertising volumes for the Indian Premier League (IPL) 2026 grew over 4% on Linear TV, with e-commerce, automotive, and smartphone brands as top spenders. Google emerged as the largest advertiser across both Linear TV and Connected TV (CTV), highlighting the blended investment by digital-first and traditional brands in sports advertising. The report noted distinct advertiser preferences, with CTV attracting digitally connected audiences and Linear TV retaining mass-market consumer brands.
Key Takeaways
- IPL 2026 Linear TV ad volumes indexed at 104.16, up 4.2% year-over-year from IPL 2025.
- Google was the top advertiser on both CTV (12.6% share) and Linear TV (11.1% share) during IPL 2026.
- CTV had 35+ exclusive categories and 60+ exclusive advertisers, including Tata Motors and Pidilite Industries.
- Linear TV had 20+ exclusive categories and 30 exclusive advertisers, including K P Pan Foods, OpenAI, and Cadbury India.
- E-commerce–Other Services was the leading ad category on both CTV (10.8%) and Linear TV (13.8%).
Why It Matters
The 4% growth in IPL Linear TV ad volumes indicates sustained brand investment in broad-reach live sports, despite CTV's rise. The divergence in exclusive advertisers and categories across platforms suggests media buyers are increasingly segmenting their Indian IPL spend based on audience demographics: CTV for digitally-native and premium brands, Linear TV for mass consumer products. This highlights a maturing advertising landscape where brand objectives dictate platform choice, rather than uniform ad placement. Watch for continued platform specialization in major sporting events, as advertisers refine strategies for audience reach efficiency.
Read full article at brandequity.economictimes.indiatimes.com
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