Sports
JioStar Kantar study reveals premium LTV cricket audience
64 per cent find TV brands more trustworthy, 65 per cent spend over Rs 30,000 monthly on credit cards.
MUMBAI: Cricket on linear TV isn’t just a game, it’s a goldmine disguised as a six-hitting spectacle. JioStar and Kantar today released the LTV Cricket Audience Insights study, offering a sharp look at the high-value viewers who tune in for cricket on traditional television. Commissioned ahead of a packed 2026 cricket calendar including the ongoing ICC Men’s T20 World Cup, TATA IPL 2026, and ICC Women’s T20 World Cup, the research highlights why this audience remains a prime target for advertisers.
The standout finding: 64 per cent of LTV cricket viewers strongly agree that brands advertising on the platform feel more trustworthy, creating a powerful “halo effect” that boosts credibility and brand building. Far from being casual fans, these viewers form a “premium-first” demographic with strong discretionary spending power and deep trust in televised ads.
Key numbers paint the picture:
Nearly 65 per cent own televisions larger than 50 inches, signalling a serious investment in premium home viewing.
65 per cent spend more than Rs 30,000 per month on credit cards.
55 per cent own vehicles priced above Rs 12 lakh.
72 per cent spend over Rs 3,000 monthly on e-commerce.
JioStar head of sales for Sports Anup Govindan said, “The insights reinforce that Linear TV remains an influential and trusted medium for brands to connect with high-value audiences. Cricket on TV is more than a sporting event, one that drives significant consumer action and brand credibility.”
Kantar South Asia, MD and chief client & solutions officer Soumya Mohanty added, “Our study proves that the LTV cricket audience is a powerhouse of consumption. For brands looking to move the needle during major tournaments, the combination of high spending capacity and the inherent trust in the LTV environment creates a unique window for high-impact engagement.”
In a media landscape crowded with digital noise, the data shows linear TV cricket still delivers a concentrated, affluent audience ready to spend and trust, the brands that show up during the big matches. For advertisers, it’s less about reaching everyone and more about reaching the right wallets at the right moment.
Sports
IPL 19 records 96.8 ad index as advertisers and categories decline: TAM Sports report
Fewer categories and advertisers as tech and FMCG brands reshape IPL ad mix
NEW DELHI: The on-field action remains strong, but advertising activity during the Indian Premier League has shown a slight shift this season. A report from TAM Sports, a division of TAM Media Research, indicates that the first 13 matches of IPL 19 have recorded a marginal decline in commercial volumes compared to the same phase last year.
Indexed ad volumes stood at 96.8, down from 100 in IPL 18. The number of advertising categories fell from over 50 to 40, while the advertiser base reduced from 65 to 45. At the same time, the number of channels broadcasting the tournament declined from 28 to 25.
Mouth Fresheners emerged as the leading category, contributing over 14 per cent of total ad volumes. Ecom-Other Services and Ecom-Wallets followed, maintaining a strong presence during the early part of the tournament.
The technology sector has gained prominence this season. Google ranked as the top advertiser, accounting for over 13 per cent of ad share. The company focused on promoting its Google Search Engine and Google Gemini AI platform. In contrast, categories such as Ecom-Gaming and Cellular Phones-Smart Phones did not feature among the leading segments this year.
TAM Sports analyst Arjun Sharma said the decline in volumes reflects a more focused approach by advertisers, with fewer but more prominent players dominating the space.
The report also identified new entrants, with ten additional categories including Chocolates, Laptops/Notebooks, and Hair Care products. Among companies, Vishnu Packaging and Reliance Consumer Products remained key advertisers, while Havells India and K P Pan Foods continued to feature prominently.
Among brands, Vimal Pan Masala and Kamla Pasand Silver Coated Elaichi recorded high visibility, while Cadburys Dairy Milk Chocolate was among the notable new entrants.
With the tournament still underway, advertising activity may increase in the coming weeks as more brands look to capitalise on IPL viewership.
