Connected TV outplays linear TV for FIFA World Cup 2026 advertisers: TAM Sports

MUMBAI: When it comes to capturing eyeballs during the FIFA World Cup 2026, traditional broadcasters have found themselves caught squarely offside. Traditional television networks are struggling to find the back of the net, whereas Connected TV (CTV) is cleanly dribbling past the competition to score absolute screamers with brands.

According to a comprehensive commercial advertising report released by TAM Sports, the average ad volume per channel per match on Linear TV took a noticeable 14 per cent tumble during the live matches of the 2026 tournament compared to the previous edition in 2022.

The drastic downturn isn’t entirely due to a lack of tactical planning; geography itself played goalkeeper. The immense 10-hour and 30-minute time difference between India and the host nation, the USA, meant many fans were asleep or working during kickoff. This stands in stark contrast to the friendly 2-hour and 30-minute time gap enjoyed during the Qatar World Cup in 2022, serving as a primary factor that caused traditional ad volumes to slip down the league table.

When looking at the sheer variety of commercial players on the pitch across the 62 analyzed live matches, CTV continuously outmanoeuvred Linear TV. Traditional television was forced into defensive play, registering a far more restrictive lineup:

• Product categories: CTV comfortably drew in 18+ distinct categories, while Linear TV trailed behind with just over 10.
• Advertisers: More than 15 major corporate players chose the streaming route, leaving traditional TV with a tighter squad of 10+ advertisers.
• Brands: CTV gave a platform to 15+ individual brands, whereas Linear TV was left thin on the wings with a mere 5+ brands.

Worse still for traditional media houses, Linear TV failed to secure a single exclusive category or advertiser over the 62 matches. Every single brand that bought space on traditional TV also hedged their bets elsewhere. CTV, meanwhile, successfully converted 5 exclusive categories and 4 exclusive advertisers who refused to show up on Linear TV at all.

Among these exclusive CTV signings were Aerated Soft Drinks (ranking 1st), Luggage (2nd), Ecom-Education (3rd), Vitamins/Tonics/Health Supplements (4th), and Corporate/Brand Image (5th). Top tier firms like Pernod Ricard India, Eduauraa Technologies, Naturell (India), and retail giant Adidas chose to stream exclusively.

The distribution of ad spend reveals that Linear TV relied almost entirely on a few star players, while CTV enjoyed a balanced team effort. On traditional channels, the top 5 product categories crowded out the rest, monopolising a massive 93 per cent of the total ad volume. On CTV, the top 5 categories were far more democratic, accounting for just 57 per cent of the pie.

Top 5 product categories by Ad volume share

Note: Across both broadcasting ecosystems, only 8 common product categories crossed over to advertise on both platforms. Retail Outlets-Jewellers held perfectly firm in 3rd place on both fronts.

In the battle of corporate spenders, a few massive conglomerates dominated both fields. United Spirits absolutely commanded the traditional airwaves with a 40 per cent share of Linear TV ad volume, but Mahindra & Mahindra executed a brilliant counter-attack to rule the digital streams, taking home a 23 per cent share of CTV volume.

The top 5 corporate spenders accounted for 87 per cent of all Linear TV advertising space, compared to a healthier 55 per cent concentration on Connected TV networks.

• Linear TV top advertisers: United Spirits (40 per cent), Mahindra & Mahindra (31 per cent), Maruti Suzuki India (6 per cent), Kalyan Jewellers India (6 per cent), and Vicco Laboratories (5 per cent).
• CTV top advertisers: Mahindra & Mahindra (23 per cent), United Spirits (17 per cent), Kalyan Jewellers India (7 per cent), Pernod Ricard India (4 per cent), and Girnar Food & Beverages (4 per cent).

Zooming in on the specific consumer brands flashing across screens reveals how distinct the two strategies were. The top 5 individual brands locked up 69 per cent of traditional television secondages, while the top 5 digital brands grabbed a modest 42 per cent share of CTV.

Automotive giant Mahindra effectively blanketed the tournament by cross-purchasing across platforms. Its heavily pushed variants: the Mahindra Thar Roxx, Mahindra XEV 9E, and Mahindra BE 6, finished comfortably within the top 5 brands on both linear and digital screens.

• Linear TV brand standings: Black Dog Soda led the field beautifully at 31 per cent, followed by Mahindra Thar Roxx (16 per cent), Mahindra XEV 9E (8 per cent), Johnnie Walker Luxe Blended Water (7 per cent), and Mahindra BE 6 (6 per cent).
• CTV brand standings: Black & White Non-Alcoholic Carbonated Beverages topped the digital charts at 12 per cent, followed closely by Mahindra Thar Roxx (10 per cent), Mahindra XEV 9E (9 per cent), Candere by Kalyan Jewellers (7 per cent), and Mahindra BE 6 (5 per cent).

Ultimately, the analytical deep-dive highlights a changing of the guard in sports entertainment. While traditional television channels can still rely on massive, legacy liquor and automotive budgets to stay afloat, tech-savvy brands looking for flexible target audiences are increasingly deciding that streaming platforms are the best place to pitch their products.