FIFA World Cup 2026 ad volumes on linear TV fall 14%; CTV attracts broader advertiser base

Advertising volumes on linear television during the FIFA World Cup 2026 declined by 14% compared with the 2022 edition, even as Connected TV (CTV) emerged as a more diverse advertising platform with a wider mix of categories, advertisers and brands, according to a TAM Sports report analysing the first 62 live matches of the tournament.

The report attributed the decline in linear TV advertising partly to the significant time-zone difference between India and the tournament hosts, the United States, compared with the 2022 FIFA World Cup in Qatar. According to TAM Sports, the average advertising volume per channel per match on linear television fell to an index of 86, taking FIFA World Cup 2022 as the base of 100. The report noted that the approximately 10-hour-and-30-minute time difference with the US, versus around two-and-a-half hours with Qatar, could have been one of several factors behind the lower advertising volumes.

The analysis was based on commercial advertising aired during breaks in live matches across seven linear television channels and four CTV language feeds. It excluded pre-, mid- and post-match programming, along with promos, fillers, film trailers and broadcaster promotions.

While linear television witnessed a contraction in advertising inventory, Connected TV displayed greater advertiser diversity. The report found that CTV hosted more advertising categories, advertisers and brands than linear television during the tournament. CTV featured more than 10 advertising categories compared with over five on linear TV. It also attracted over 15 advertisers against more than 10 on linear TV, while over 18 brands advertised on CTV compared to over 15 on linear television.

The composition of advertisers also differed sharply between the two platforms.

On linear television, liquor dominated advertising, accounting for 40% of total ad volumes. Cars followed with a 36% share, while retail jewellers contributed 7%. Toothpaste and perfumes/deodorants each accounted for 5% of advertising volumes. Together, the top five categories represented 93% of all advertising on linear TV, indicating a highly concentrated advertiser base.

In contrast, the CTV advertising landscape was more evenly distributed. Cars emerged as the largest category with a 25% share, followed by aerated soft drinks at 12%, retail jewellers at 11%, liquor at 5% and luggage at 4%. The top five categories together contributed only 57% of total ad volumes, reflecting broader participation across sectors. The report found only eight advertising categories common to both platforms.

A similar trend was visible among advertisers.

On linear TV, the top five advertisers accounted for 87% of total advertising volumes, compared with 55% on CTV. United Spirits emerged as the largest advertiser on linear television with a 40% share, followed by Mahindra & Mahindra at 31%. Maruti Suzuki India and Kalyan Jewellers India each contributed 6%, while Vicco Laboratories accounted for 5%.

On Connected TV, Mahindra & Mahindra topped the advertiser rankings with a 23% share, ahead of United Spirits at 17%. Kalyan Jewellers India followed with 7%, while Pernod Ricard India and Girnar Food & Beverages each contributed 4%. The report identified 11 advertisers common across both platforms.

Brand concentration was also considerably higher on linear television.

The top five brands contributed 69% of total ad volumes on linear TV compared with 42% on CTV. Black Dog Soda emerged as the leading brand on linear television with a 31% share, followed by Mahindra Thar Roxx (16%), Mahindra XEV 9E (8%), Johnnie Walker Luxe Blended Water (7%) and Mahindra BE 6 (6%).

On CTV, Black & White Non-Alcoholic Carbonated Beverages led with a 12% share, followed by Mahindra Thar Roxx (10%), Mahindra XEV 9E (9%), Candere by Kalyan Jewellers (7%) and Mahindra BE 6 (5%). Mahindra Thar Roxx, Mahindra XEV 9E and Mahindra BE 6 featured among the leading brands on both platforms.

One of the report's notable findings was the absence of exclusive categories or advertisers on linear television. In contrast, CTV recorded five exclusive advertising categories and four exclusive advertisers that did not advertise on linear TV during the tournament.

The exclusive CTV categories included aerated soft drinks, luggage, e-commerce education, vitamins and health supplements, and corporate or brand image campaigns. Exclusive advertisers on CTV included Pernod Ricard India Pvt Ltd, Eduauraa Technologies Pvt Ltd, Naturell (India) Pvt Ltd and Adidas.

The findings suggest that while traditional television continues to attract high advertising concentration from a limited set of categories and large advertisers, Connected TV is increasingly emerging as a platform offering broader advertiser participation and category diversification during marquee sporting events.

The TAM Sports study covered all 62 live matches of the FIFA World Cup 2026 and measured only commercial advertising aired during match breaks across both linear television and Connected TV feeds.