E-comm, Google dominate IPL 2026 advertising as TV ad volumes grow 4.2%: TAM Sports

Advertising activity during the 2026 edition of the Indian Premier League (IPL) witnessed steady growth, with commercial advertising volumes on linear television increasing by 4.2% over the previous season, according to a TAM Sports analysis of all 70 matches played between March 28 and May 24.

The report, which tracked advertising across 25 linear television channels and 12 connected television (CTV) language feeds, highlights the growing importance of a multi-platform advertising strategy as brands seek to balance mass reach with targeted audience engagement.

TV ad volumes continue to grow

TAM Sports' analysis shows that indexed advertising volumes on linear television stood at 104.16 during IPL 2026 compared with a base index of 100 in IPL 2025, reflecting a year-on-year increase of 4.16%. The report covers commercial advertising aired during live matches and excludes channel promos, fillers, short programmes and pre-, mid- and post-match programming.

The growth reinforces IPL's position as one of India's most sought-after advertising properties, attracting brands across categories despite increasing media fragmentation and growing investments in digital platforms.

E-commerce leads advertising categories

E-commerce emerged as the dominant advertising category across both broadcast and connected television platforms. On connected TV, the "E-commerce-Other Services" category accounted for 10.78% of total ad volumes, making it the largest category on the platform. Cars followed with an 8% share, while smartphone brands contributed 5.58%. Online shopping platforms accounted for 4.14% and paints represented 3.8% of total advertising volumes.

On linear television, e-commerce services maintained their lead with a 13.84% share of advertising volumes. However, traditional mass-market categories remained highly visible. Mouth fresheners accounted for 13.25% of total ad volumes, followed by two-wheelers at 6.08%, energy drinks at 5.59% and paints at 5.21%.

The divergence between the two platforms indicates that while digital-first categories are increasingly active across screens, connected television is attracting more premium and technology-focused advertisers.

Google tops advertiser rankings across platforms

Google emerged as the largest advertiser during IPL 2026 across both connected TV and linear television.

On connected TV, Google accounted for 12.58% of advertising volumes, significantly ahead of Tata Motors, which held a 3.63% share. Havells India followed with 3.49%, while Reliance Consumer Products and Amazon Online India accounted for 3.09% and 2.98%, respectively.

Google also led advertiser rankings on linear television with an 11.1% share of total ad volumes. Reliance Consumer Products followed with 9.25%, while Havells India contributed 6.7%. Vishnu Packaging accounted for 6.19% and K P Pan Foods represented 4.43% of advertising volumes during the tournament.

The dominance of Google across both screens underscores the growing role of technology and digital services companies in India's sports advertising ecosystem.

Strong overlap between TV and CTV advertisers

The report found considerable overlap between advertisers using broadcast television and connected television. More than 35 advertising categories were common across both platforms, while over 30 advertisers maintained a presence on both linear TV and CTV during the tournament.

The most prominent categories common to both platforms included e-commerce services, mouth fresheners, two-wheelers, energy drinks and paints. Similarly, Google, Reliance Consumer Products, Havells India, Vishnu Packaging and Hero MotoCorp emerged as the leading advertisers that maintained visibility across both screens.

The findings suggest that many brands increasingly view television and connected TV as complementary mediums rather than competing platforms.

Connected TV attracts premium and targeted advertisers

While overlap remained significant, connected television also showcased a distinct advertiser profile. More than 35 categories advertised exclusively on CTV, compared with over 20 categories that were exclusive to linear television. Additionally, more than 60 advertisers appeared only on connected TV, highlighting growing experimentation with the platform.

Categories such as credit cards, adhesives, fast-food outlets, corporate FMCG brands and astrology services advertised exclusively on connected television during IPL 2026. Advertisers including Tata Motors, Vivo Mobile India, Renault India, Colgate-Palmolive India and Pidilite Industries also maintained an exclusive presence on the platform.

The trend reflects CTV's increasing appeal among brands looking to reach affluent, digitally connected audiences through more targeted advertising strategies.

Linear TV remains the preferred medium for mass reach

Despite the rise of connected television, linear TV continued to attract several categories and advertisers focused on broad-based consumer reach.

Categories such as chocolates, perfumes and deodorants, television sets, internet service providers and hosiery advertised exclusively on broadcast television during the IPL. Among advertisers, K P Pan Foods, OpenAI, Cadbury India, GCMMF (Amul) and Skoda Auto were among those that relied solely on linear TV advertising.

The continued presence of these categories demonstrates that television remains a powerful medium for building scale and reaching audiences across demographic segments.

IPL evolves into a multi-screen advertising ecosystem

The TAM Sports report highlights how advertising strategies around the IPL are becoming increasingly sophisticated. Brands are no longer choosing between television and streaming platforms; instead, they are deploying campaigns across both environments to maximise reach while targeting specific audience cohorts.

As connected television adoption continues to grow and broadcasters strengthen their digital distribution networks, IPL is increasingly evolving into a multi-screen advertising ecosystem. The latest data suggests that marketers are balancing the scale of traditional television with the targeting capabilities of connected TV, creating new opportunities for brands to engage audiences during India's biggest sporting event.