In a first, Google tops IPL ad charts

The Indian Premier League (IPL) 2026  now in its nineteenth edition has once again demonstrated its unrivalled power as a commercial vehicle for brands seeking mass reach on Indian television. 

According to fresh data released by TAM Sports, a division of TAM Media Research, the first 13 matches of IPL 2026 (March 28 to April 7, 2026) have maintained advertising volumes nearly on par with the same window from IPL 2025, with an indexed ad volume of 96.8 against IPL 2025's baseline of 100. The figure signals not a contraction, but a healthy consolidation — evidence that brands continue to place enormous faith in cricket's biggest stage.

The TAM Sports report, which tracks commercial advertising on live match telecasts across television excluding promos, fillers, and short programmes  covered 25 channels during IPL 2026, compared to 28 channels in IPL 2025. The slight reduction in distribution channels has done little to dent enthusiasm: volumes have held firm, and advertisers are clearly still banking on the tournament's unmatched captive audience.

Advertising Volumes Hold Steady: A Story of Quality Over Quantity

At 96.8 on the TAM index (with IPL 2025 set at 100), the television FCT (Free Commercial Time) volumes for IPL 2026 reflect a market that remains decisively bullish. Industry analysts point out that a near-parity outcome, despite a reduction in broadcasting channels and a leaner overall advertiser count, actually signals stronger per-brand commitment. Put simply, those who are on IPL 2026 are spending more purposefully.

The data further reveals that the count of advertising categories on television during IPL 2026's first 13 matches stood at 40-plus, compared to 50-plus during the equivalent window of IPL 2025, a shift of approximately 22 per cent. Meanwhile, the count of individual advertisers came in at 45-plus, down from 65-plus in IPL 2025, a change of around 31 per cent. These numbers, while superficially lower, tell a nuanced tale of the post-pandemic advertising market maturing: fewer brands are chasing the IPL spotlight, but those that are, are doing so with sharper strategies and higher investments per brand.

Mouth Fresheners Crown the Ad Chart; E-Commerce Surges

For the second consecutive IPL season, Mouth Fresheners have emerged as the undisputed kings of television advertising during the tournament. The category commanded approximately 14.3 per cent of total ad volume share in IPL 2026, up sharply from 11.4 per cent in IPL 2025, reinforcing its stranglehold on India's most-watched cricketing event. 

Pan masala and mouth freshener brands have long recognised the symbiotic relationship between cricket and their consumption-heavy audiences, and IPL 2026 is proving no exception.

E-Commerce has had a particularly standout season. In IPL 2025, the Ecom-Gaming segment led among digital commerce categories with a 10.2 per cent share. In IPL 2026, however, the Ecom-Other Services category has leapt to second position with a 12.7 per cent share, signalling a broadening of e-commerce advertising beyond gaming. 

Ecom-Wallets, riding the growth of digital payments, have debuted prominently with a 6.3 per cent share, occupying the third spot — a category entirely absent from the top five in IPL 2025. This is a telling marker of India's accelerating digital payments story, which is finding one of its most powerful commercial stages on IPL broadcasts.

Paints emerged as a surprise entrant in the top five categories this year, accounting for 6.3 per cent of ad volumes — a strong performance driven, experts believe, by the summer home renovation season coinciding with the IPL window. Corporate-Financial Institutes rounded out the top five with a nearly 6 per cent share, pointing to the growing appetite of banking, financial services, and insurance (BFSI) players to reach mass audiences.

Google Tops Advertiser Charts for the First Time; Reliance Holds Strong

One of the most significant storylines of IPL 2026's commercial season is the ascent of Google to the top of the individual advertiser rankings. The technology giant commanded approximately 13.4 per cent of total ad volumes across the first 13 matches — a historic first for a global technology company in IPL advertising history. Google's big push is understood to be part of its broader effort to promote the Google Search Engine and Google Gemini AI to India's massive and increasingly digitally literate cricket audience.

Reliance Consumer Products, the FMCG arm of the Reliance Industries conglomerate, held its ground in second place with an 8.6 per cent share — virtually identical to its IPL 2025 performance where it ranked third. 

Vishnu Packaging, a consistent IPL advertiser, retained its position in the top three with a 6.2 per cent share. Havells India, the consumer electricals giant, claimed fourth spot with a 5.6 per cent share, while K P Pan Foods rounded out the top five at 4.9 per cent.

In contrast, IPL 2025's top advertiser was Parle Biscuits (8.6 per cent), which does not feature in this year's top five. Other previous top performers such as Dream11's parent Sporta Technologies and Groww's parent Billion Brains Garage Ventures have also stepped back from the front row, making way for a new set of challengers — a healthy rotation that underscores the IPL's appeal to a constantly evolving brand universe.

47 New Brands, 10 New Categories: Fresh Blood Energises the IPL Ad Ecosystem

One of the most exciting revelations from the TAM Sports report is the influx of entirely new brands and categories into IPL 2026. Compared to the first four matches of IPL 2025, this edition has attracted 47 new brands and 10 new categories — a testament to the tournament's broadening commercial appeal. Among the top five new categories making their IPL debut in 2026 are Chocolates, Laptops/Notebooks, Range of Hair Care, Health/Accidents General Insurance, and Footwear.

The new brands tell an equally compelling story. Google Search Engine and Google Gemini are among the top five new entrants, confirming Google's aggressive debut as a mass-market television advertiser on IPL. Lloyd Designer AC, the premium air conditioning brand from Havells, has also made a striking first appearance — tapping into the summer's peak cooling demand cycle. 

Hero Splendor Plus Range, one of India's best-selling two-wheelers, enters as a major new face, while Cadbury's Dairy Milk Chocolate rounds out the top five new brands, making its IPL debut in what is likely a strategic summer confectionery push.

Additionally, Joy Hello Sun Sunblock Anti-Tan Lotion has also made a notable new entry — an apt choice given the summer timing of the IPL, when demand for sun protection products peaks across Indian markets.

Categories Stepping Back: The IPL Advertiser Universe Evolves

Against the backdrop of new entrants, 22 categories present in IPL 2025 have not participated in IPL 2026 so far. Among the top five categories absent from this edition are Ecom-Gaming, Cellular Phones-Smart Phones, Fans, Airlines, and Properties/Real Estates. 

The exit of Ecom-Gaming from the top rankings is particularly notable — after leading the category charts in IPL 2025, gaming platforms appear to have recalibrated their advertising strategy for 2026, potentially reflecting regulatory pressure and shifts in the online gaming market.

The absence of Smartphones and Airlines points to broader sector-level recalibrations. Smartphone brands, facing a more competitive market environment and tighter marketing budgets, may be redirecting spends to digital platforms. 

Airlines, amid post-pandemic consolidation and ongoing yield management pressures, appear to be reducing their television commitments. However, the entry of health insurance, FMCG giants, and tech companies more than compensates for these absences, ensuring a vibrant and commercially diverse IPL advertising ecosystem.

The Halo Effect: How IPL Lifts Advertising Across All TV Genres

The broader television advertising ecosystem benefits substantially from the IPL season — and the numbers from IPL 2021 (IPL 14) trends studied by TAM Sports offer instructive context. Data from that edition showed that advertising FCT (in hours) across all major channel genres rose sharply when the IPL was on air, compared to the pre-IPL period. News channels saw FCT climb from 16,153 hours pre-IPL to 18,237 hours during IPL. 

GEC (General Entertainment Channels) moved from 13,290 hours to 15,055 hours. Movies channels rose from 11,990 to 13,043 hours, and Music channels from 5,181 to 6,275 hours.

Most strikingly, Sports channels themselves saw FCT volumes surge from 371 hours in the pre-IPL period to 1,177 hours during the IPL — a more than threefold jump that underscores how the tournament single-handedly energises sports broadcasting economics in India. The IPL is, without question, the most powerful advertising accelerant in the Indian television calendar.