Connected TV steals the spotlight as Wimbledon 2026 attracts more advertisers than linear TV

LONDON: Game, set and stream. That was the biggest takeaway from Wimbledon 2026, where connected TV (CTV) emerged as the preferred advertising destination, drawing significantly more brands and advertisers than traditional linear television, according to data released by TAM Sports.

The fortnight-long tennis championship, held from 29 June to 12 July, highlighted how advertisers are increasingly shifting towards streaming platforms, even as linear television continued to deliver healthy audience reach and recorded strong growth in advertising volumes.

According to the report, indexed advertising volume on linear television rose 29.5 per cent compared with the 2025 edition, climbing from a base index of 100 to 129.5. However, the broader story lay in the growing depth of advertiser participation on connected TV.

While the tournament was carried across eight linear television channels in 2026, down from 12 channels a year earlier, viewers could also access a dedicated English-language feed on connected TV. Despite the smaller broadcast footprint, streaming attracted a much wider mix of advertisers.

Connected TV featured advertisers from 21 product categories, compared with just nine on linear television. It also hosted 25 advertisers, more than double the 10 advertisers seen on broadcast television. The figures underline how streaming is becoming an increasingly attractive platform for brands looking to reach digitally connected, premium audiences.

Investment products dominated both platforms, with mutual funds emerging as the leading advertising category. On connected TV, mutual funds accounted for 14.5 per cent of total advertising volume, followed by liquor at 11.5 per cent, cars at 10.5 per cent, tyres at 6.9 per cent and watches at 6.8 per cent.

Linear television painted a different picture. Mutual funds still led with an 8.7 per cent share, but were followed by tiles and floorings at 7.1 per cent, watches at 5.7 per cent, lubricants at 4.2 per cent and smartphones at 1.6 per cent. The contrast reflects how streaming increasingly attracts premium lifestyle and automotive brands, while broadcast television continues to appeal to a broader mix of traditional consumer categories.

The advertiser rankings further reinforced this divide.

On connected TV, William Grant & Sons India topped the charts with a 9.7 per cent share of advertising volume. It was followed by UTI Asset Management Company at 8.8 per cent, Renault India at 8.2 per cent, Ceat at 6.9 per cent and Rolex at 6.8 per cent.

On linear television, ICICI Prudential Asset Management Company led with an 8.7 per cent share, ahead of Kajaria Ceramics at 7.1 per cent, Rolex at 5.7 per cent, Bharat Petroleum Corporation at 4.2 per cent and Apple at 1.6 per cent.

Rolex stood out as the only advertiser to feature among the top five on both platforms, signalling a balanced strategy spanning traditional broadcast and connected TV.

The findings also mirror broader shifts in sports advertising. Data from Indian Premier League 2020 showed that sports programming dramatically increased its share of television viewing during marquee tournaments. During the league, sports programming duration jumped from 371 hours before the tournament to 1,177 hours during the competition, lifting the genre’s share from 0.72 per cent to 2.00 per cent. Although news, entertainment, movies, music and kids’ programming continued to command larger overall viewing volumes, live sport remained uniquely effective at concentrating audience attention.

As brands continue to chase premium viewers and measurable engagement, Wimbledon 2026 suggests that connected TV is no longer playing second fiddle. While linear television still delivers scale, streaming is increasingly winning the advertising match by attracting a wider and more diverse line-up of marketers.