Sports
IPL 2026 shows widening gap between CTV and TV advertising trends
Ecom leads CTV with 39 per cent, 30 plus shared categories, distinct advertiser mix.
MUMBAI: If cricket is the same on every screen, advertising clearly isn’t. A new analysis by TAM Sports reveals a widening gap between Connected TV (CTV) and linear television advertising during IPL 2026, with brands and categories playing very different innings across platforms. On CTV, digital-first categories dominated. E-commerce media, entertainment and social media led with a commanding 39 per cent share, followed by e-commerce services at 11 per cent. Smartphones and cars each accounted for 6 per cent, while air conditioners contributed 4 per cent highlighting a strong tilt towards tech-led and high-consideration categories.
Linear TV, in contrast, leaned heavily into mass-market staples. Mouth fresheners topped the chart with 14 per cent, closely followed by e-commerce services at 13 per cent. Financial institutions held a 6 per cent share, while paints and e-commerce wallets each stood at 5 per cent, reflecting a more traditional advertising mix.
The divergence extends to advertisers as well. On CTV, Star India (JioHotstar) led with a dominant 39 per cent share, followed by Google at 17 per cent. Havells India, Renault India and Reliance Consumer Products rounded out the top five with smaller shares. Linear TV saw Google in the lead at 12 per cent, with Reliance Consumer Products at 10 per cent, followed by Vishnu Packaging and Havells India at 6 per cent each, and K P Pan Foods at 5 per cent.
Despite these differences, there is some overlap. The study identified 30 plus common categories and 25 plus common advertisers across both platforms, based on 22 matches analysed. Shared categories included e-commerce media, e-commerce services, mouth fresheners, paints and cars, while common advertisers featured Star India (JioHotstar), Google and Reliance Consumer Products.
Yet, exclusivity tells the sharper story. CTV saw over 20 exclusive categories and 30 plus unique advertisers, including smartphones, credit cards, fast food outlets and hotels, with brands such as Renault India, Tata Motors and Voltas featuring prominently. Linear TV, meanwhile, had 15 plus exclusive categories and 20 plus advertisers, including chocolates, jewellery, perfumes and mortgage loans, with names like Cadbury India, Skoda Auto and Amul in the mix.
The findings point to a structural shift in how advertisers are approaching big-ticket sporting events. While linear TV continues to deliver scale and familiarity, CTV is emerging as a playground for digital-native categories and more targeted brand storytelling.
In the IPL’s advertising game, it seems the format may be the same but the strategy is anything but uniform.
Sports
After Virat Kohli’s exit, One8 Commune Bengaluru shuts down
Outlet near Chinnaswamy closes amid rent row, compliance issues mount
BENGALURU: The One8 Commune outlet near M. Chinnaswamy Stadium has shut down following a court order, bringing a turbulent chapter for the high-profile dining destination to a close.
The immediate trigger was a legal dispute over unpaid dues. The outlet, operated by Trio Hills Hospitality, had reportedly defaulted on rent payments for nearly six months. Including maintenance charges and revenue share commitments, the outstanding amount is said to have crossed Rs 2 crore. A Bengaluru civil court subsequently directed the closure of the premises until all financial obligations are cleared.
The shutdown comes months after Virat Kohli, whose brand name lent the outlet its identity, had already distanced himself from the Bengaluru franchise. According to reports, concerns around repeated compliance-related issues prompted his team to withdraw the association. The removal of the One8 branding is believed to have impacted footfall, further straining the business.
The outlet had also faced regulatory scrutiny over the years. In 2024, authorities booked the establishment for operating beyond the 1:00 am curfew. The Bruhat Bengaluru Mahanagara Palike had issued notices over missing fire safety clearances, while an FIR was filed for violating tobacco regulations by not providing a designated smoking zone under applicable laws.
In response to the closure, the brand maintained that the issue stemmed from building-level compliance responsibilities linked to the property owner rather than operational lapses on its part. It also denied that financial default was the primary reason, reiterating that customer safety remained a priority.
For now, the shutters remain down. While a reopening is theoretically possible if disputes are resolved, the absence of Kohli’s brand association makes a return under the One8 banner increasingly unlikely.
