Sports
IPL 2026 Ad Volumes Rise 10 per cent Despite Fewer Brands
Google powers surge as e-com & fresheners dominate; 9 new categories, 45 brands join IPL fray vs 2025
MUMBAI: Google has bowled a googly at the IPL advertising crease and the boundary count is up. Television commercial advertising for the first four matches of IPL 2026 has posted a healthy 9.94 per cent rise in ad volumes compared with the same slice of the 2025 tournament. The indexed growth stands at 109.94 versus a base of 100 for IPL 2025, according to TAM Sports data released today. Yet the playing field itself has thinned: the number of categories slipped from 47 to 40 (a 14.89 per cent drop) and the number of active advertisers fell from 58 to 43 (down 25.86 per cent). All figures are strictly for live-match commercial spots across 25 channels, excluding promos, fillers and non-live programming.
The top five categories in IPL 2026 tell the story of a fresh line-up. Ecom-Other Services stormed to pole position with a 13.78 per cent share, followed a whisker behind by Mouth Fresheners at 13.57 per cent. Air Conditioners claimed 5.94 per cent, Corporate-Financial Institute 5.69 per cent and Paints 5.23 per cent. Last season’s leaderboard looked markedly different: Mouth Fresheners led with 10.73 per cent, Ecom-Gaming sat second on 10.62 per cent, Cellular Phones-Smart Phones took 7.83 per cent, Biscuits 7.66 per cent and Cars 6.60 per cent.
On the advertiser front, Google delivered a masterclass, grabbing a commanding 12.67 per cent share and topping the chart for the first time. Reliance Consumer Products followed with 7.28 per cent, Havells India 5.94 per cent, Vishnu Packaging 5.56 per cent and K P Pan Foods 4.80 per cent. In 2025 the order was Parle Biscuits (7.66 per cent), Vishnu Packaging (5.92 per cent), Apple Computer India (5.52 per cent), Reliance Consumer Products (5.31 per cent) and Billion Brains Garage Ventures (4.52 per cent).
The real buzz lies in the new arrivals. Nine entirely fresh categories made their IPL debut, led by Chocolates, Laptops/Notebooks, Range of Hair Care, Corporate-Pharma/Healthcare and Footwear. Sixteen categories from 2025 sat out this year’s opening spell, the most notable being Ecom-Gaming, Cellular Phones-Smart Phones, Biscuits, Airlines and Fans. Brands, meanwhile, flooded in: 45 new ones appeared, with Google Search Engine, Google Gemini, Lloyd Designer AC, Cadburys Dairy Milk Chocolate and Hero Splendor Plus Range leading the charge. Even Joy Hello Sun Sunblock Anti-Tan Lotion found its way onto the big stage.
In short, IPL 2026’s advertising early overs have delivered more bang for fewer brands, a crisp powerplay of growth laced with some surprising wickets and plenty of debut sixes. The tournament may only be four matches old, but the commercial scorecard already hints at a lively, reshuffled contest ahead.
Sports
Kaacon Sethi retires as CMO of Dainik Bhaskar Group after 12 years
Led brand, content and revenue innovation across media, sports and entertainment.
MUMBAI: After nearly a dozen years of shaping narratives and building brands, Kaacon Sethi is signing off from the marketing playbook at least for now. The long-time chief marketing officer at Dainik Bhaskar Group has stepped down, bringing to a close a 12-year stint that saw her steer the organisation through evolving media and revenue landscapes.
During her tenure, Sethi worked at the intersection of advertising, content and commerce collaborating closely with advertisers to craft client solutions and develop content-led offerings that went beyond traditional formats. Her role increasingly focused on aligning editorial strengths with brand objectives, unlocking new revenue streams in a media ecosystem undergoing rapid transformation.
Her journey at Bhaskar, she noted, was among the most defining phases of her career, one that allowed her to build, experiment and contribute across marketing, branded content and business strategy. From strengthening market presence to driving newer initiatives such as “Urban Bharat”, her work reflected a broader shift in how media organisations approach audience engagement and monetisation.
Sethi also highlighted the collaborative environment within the organisation, describing it as a space where ideas were tested, debated and pursued with conviction, an approach that helped shape several of the group’s marketing and content innovations over the years.
With experience spanning media, entertainment and sports marketing, her exit marks the end of a significant chapter not just for her but also for the organisation’s evolving marketing strategy.
For now, Sethi plans to take a short break before moving on to the next phase of her career. If the past 12 years are any indication, the pause may be brief but the impact is likely to linger longer.
