IPL ad rates hold steady: TV at ₹18 lakh, CTV at ₹21 lakh as bundled deals scale

With the Indian Premier League 2026 underway and the final set for May 31, the pricing playbook reflects a balance between scale and premiumisation. Linear TV continues to anchor reach, with 10-second live match spots priced up to ₹18 lakh, while digital—particularly CTV—is narrowing the gap, with comparable high-impact inventory such as CTL placements commanding upwards of ₹21 lakh.

Ad rates on linear television remain largely unchanged from last season, with 10-second spots during live matches priced at ₹18 lakh for combined SD+HD feeds, ₹15 lakh for SD-only, and ₹7.2 lakh for HD-only, according to rate cards of JioStar and JioHotstar accessed by exchange4media via media agencies. The premium on bundled feeds underscores advertiser preference for scale in marquee properties such as the IPL.

e4m reached out to JioStar for comments on the same but did not get a response till the time of publishing. 

Live inventory continues to be the most expensive, with first commercial time (FCT) spots commanding top dollar. Contextual placements (CTLs), aligned to key match moments, are priced lower—CTL 2 at ₹13.5 lakh, while CTL 1, 3 and 4 clusters are at ₹9 lakh for SD+HD.

“These are indicative standard rates; actual pricing varies based on total ad spends and demand during marquee matches. Rates can rise for high-profile games, while softer demand or unsold inventory may lead to negotiated reductions,” said an ad executive.

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The larger revenue play, however, lies in sponsorships, with premium partnerships in the ₹100–260 crore range. These are led by top-tier partners opting for packaged deals of 120–180 seconds, signalling a shift toward integrated, high-value associations.

IPL’s media partner JioStar has onboarded 27 sponsors this season, including co-presenting partners such as Google Search AI Mode, Campa Energy, Havells & Lloyd, Birla Opus, Hero MotoCorp and Amazon.in. Associate sponsors include AMFI, Asian Paints, Vimal Elaichi, SuperMoney, MRF, Flipkart Minutes, Gillette, Vida, RuPay, Mondelez, Mother Dairy, Groww, Rapido, Muthoot Finance, Sunfeast YiPPee!, Google Pay, TVS EV, Angel One, Campa Sure and Amul.

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“IPL 2026 pricing signals a clear shift in monetisation strategy. Linear TV continues to be the scale engine with relatively stable pricing, while digital—especially CTV—is driving premiumisation through sharper targeting and higher yields. Rate cards have increasingly become reference points, with most deals bundled across TV and digital to deliver unified reach and optimise ROI. The real growth is being driven by improved audience monetisation, rather than just higher spot rates,” said Vinay Hegde, CEO Investments (Media), Madison World.

While core categories such as FMCG, auto, e-commerce and BFSI remain dominant, emerging sectors like AI are gaining momentum. A growing cohort of mid-tier advertisers is also entering the IPL ecosystem with a digital-first approach, broadening the advertiser base, Hegde added.

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Despite macroeconomic headwinds, pricing remains largely unchanged from last season. “The ad rates and number of matches—74—are unchanged, reflecting sustained demand for high-impact, real-time sports viewership,” said sports marketing expert Arun Rao. He noted that while gaming has seen some pullback, new entrants such as Rapido, Google, Birla Opus Paints and Birla Estates are adding depth to the advertiser mix.

Industry executives attribute pricing stability to a balance between strong demand and cautious optimism. “There was limited headroom for further rate hikes this year. Broadcasters are instead focusing on higher volumes and deeper integrations,” said a senior media agency executive, requesting anonymity.

Another media buyer noted that advertisers are becoming increasingly outcome-focused, pushing broadcasters to package inventory more strategically rather than rely solely on spot rate increases. A media planner added that while digital spillover is growing, linear IPL continues to deliver unmatched scale, supporting current pricing levels.

Feature-led integrations are tied to spend thresholds. DRS and Third Umpire integrations unlock at ₹30 crore spends, while Super Start, Toss Moment and Winning Captain’s Speech require ₹35 crore. The Winning Moment remains exclusive to co-presenting sponsors. Additionally, feature spends below ₹15 crore on linear TV must be matched with a 1:1 investment in video inventory, ensuring adequate media weight.

Digital and CTV gain ground

On the digital front, particularly CTV, monetisation is increasingly driven by CPM-based buying and audience targeting. Live mid-roll inventory starts at ₹600 CPM, rising to ₹800 for targeted segments, while match-select pre-roll inventory is priced between ₹1,200 and ₹1,600 CPM.

High-impact digital inventory is converging with linear pricing. CTL 2 placements on CTV are pegged at ₹21.35 lakh for 10-second spots, while pre- and post-show inventory is priced at ₹4 lakh. Non-live inventory, including VOD and highlights, starts at ₹450 CPM, offering cost-efficient scale.

Digital is also being sold through bundled packages. Handheld (HH) packages range from ₹25 crore to ₹100 crore, while CTV packages are priced between ₹60 crore and ₹150 crore. Sponsorship-led PPL packages include Title rights at ₹90 crore and Co-Powered at ₹70 crore for combined HH+CTV presence, with Co-Presenting and Associate deals at ₹20 crore and ₹14 crore, respectively.

Additional assets such as Scorecard Partner (₹42 crore), Branded Tab (₹21 crore) and Max View Partner (₹20 crore) are tied to minimum spend thresholds, reinforcing the shift toward integrated, multi-format deals where scale of investment determines access to premium inventory.