Mumbai: As the Indian Premier League (IPL) 2026 progresses into its mid-season, India’s advertising ecosystem is witnessing a pronounced “screen split,” with brands adopting sharply differentiated strategies across Connected TV (CTV) and Linear TV.
According to the latest data from TAM Sports, covering the first 22 matches of the tournament, overall advertising volumes have grown by approximately 10%. However, the growth is being driven by distinct platform-specific plays, reflecting a maturing and increasingly segmented media landscape.
Digital Economy Drives CTV Growth
Connected TV has emerged as a stronghold for digital-first brands, with JioHotstar (Star India) commanding a dominant 35% share of total ad volumes on the platform.
The category mix on CTV is heavily skewed toward urban, digitally engaged audiences. E-commerce media, entertainment, and social media lead with a 35% share, followed by smartphones at 8% and categories such as air conditioners at 5%. The platform is also attracting niche digital-first advertisers, including astrologers, credit card companies, and fast food brands, with over 25 advertisers remaining exclusive to the CTV ecosystem.
Linear TV Remains FMCG Stronghold
In contrast, Linear TV continues to be the preferred medium for mass-market and legacy advertisers. Google leads the advertiser rankings on Linear TV with a 13% share, followed by Reliance Consumer Products at 9%.
Category-wise, traditional segments continue to dominate, with mouth fresheners leading at 14%, followed by paints and financial institutions at 6% each. Categories such as branded jewellery, chocolates, and perfumes remain largely exclusive to broadcast television, reinforcing Linear TV’s role in delivering scale and frequency.
Dual-Screen Strategy for Leading Advertisers
Despite the divergence, a set of leading advertisers—including Star India, Google, Reliance Consumer Products, Havells India, and Vishnu Packaging—are adopting a dual-screen strategy. These brands are leveraging both CTV and Linear TV to maximise reach, targeting affluent digital audiences alongside mass-market viewers.
Market Outlook
The evolving dynamics underscore a shift away from a uniform media buying approach during marquee events like the IPL. Industry observers note that a 15% narrower category mix compared to the previous year points to consolidation, with fewer but larger advertisers increasing spends to dominate specific platforms.
As IPL 2026 moves toward its business end, competition for premium ad inventory is expected to intensify. CTV, in particular, is likely to witness increased participation from e-commerce and automotive players, further accelerating the platform’s growth trajectory.
