IPL 2026 ad trends show shift between CTV and linear TV  

MUMBAI:From sixes on the pitch to spend spikes off it, IPL 2026 wasn’t just a cricketing spectacle, it was a full-blown advertising powerplay. According to TAM Sports, advertisers poured into the tournament across 43 matches (28 March to 1 May 2026), with clear differences emerging between Connected TV (CTV) and traditional linear television. On CTV, e-commerce services led the pack with an 11 per cent share of ad volumes, followed by cars and smartphones at 5 per cent each. Air conditioners and paints rounded off the top five at 4 per cent each hinting at a young, urban, and upgrade-ready audience.

Linear TV told a different story. Mouth fresheners took the top spot with a 14 per cent share, followed by e-commerce at 13 per cent. Corporate financial institutions (6 per cent), paints (5 per cent), and energy drinks (5 per cent) completed the list signalling a more mass-market, impulse-driven advertising mix.

When it came to advertisers, Google topped both screens commanding a 15 per cent share on CTV and 11 per cent on linear TV. Reliance Consumer Products and Havells India followed closely across both platforms, while Vishnu Packaging and K P Pan Foods made strong appearances on linear TV.

Despite the divergence, there was significant overlap. A total of 35 categories and 30 advertisers were common across CTV and linear TV, with e-commerce, mouth fresheners, paints, financial services and cars leading the shared category list.

Yet, the differences were just as telling. CTV saw over 25 exclusive categories and more than 35 unique advertisers, including sectors like credit cards, astrologers and fast food. Brands such as Renault India, Tata Motors and Voltas leaned into the digital-first audience here.

Linear TV, meanwhile, had over 15 exclusive categories and 25 plus advertisers, with chocolates, jewellery, perfumes and mortgage loans featuring prominently. Advertisers like K P Pan Foods, Skoda Auto, Cadbury India, GCMMF (Amul), and even OpenAI made appearances in this space.

The data reflects a widening split in viewing and buying behaviour. CTV is attracting more niche, high-intent categories, while linear TV continues to deliver scale for traditional, high-frequency advertisers.

As IPL continues to straddle screens, one thing is clear: the ad game is no longer one-size-fits-all. It’s a tale of two screens and brands are playing both ends of the pitch.