Mumbai: The first 31 matches of IPL 2026 highlight a sharp divergence in advertising strategies across Connected TV (CTV) and Linear TV, with digital-first categories dominating streaming platforms while traditional FMCG segments continue to lead on television.
According to the latest data from TAM Sports, on CTV, the Ecom–Media/Entertainment/Social Media category emerged as the clear leader, commanding a substantial 39% share of ad volumes. This was followed by Ecom–Other Services at 11% and Smartphones at 6%, underscoring the platform’s appeal among tech-driven and digital-native brands.
In contrast, Linear TV remained anchored in legacy consumption categories, with Mouth Fresheners leading at 14%, followed by Ecom-Other Services at 13% and Corporate/Financial Institutes at 6%. The data reinforces Linear TV’s continued dominance among mass-market FMCG advertisers.
Notably, Ecom-Other Services—including brands such as Google, OpenAI, and Matrimony.com—was the only category to feature among the top five across both platforms, indicating a cross-platform strategy for high-reach digital services.
Among advertisers, Star India (JioHotstar) dominated CTV inventory with a commanding 39% share of ad volumes, while Google led Linear TV advertising with a 12% share. Other major advertisers active across both platforms included Havells India and Reliance Consumer Products, reflecting a dual-platform approach among large-scale marketers.
The report also highlights strong platform exclusivity trends. Categories such as Smartphones, Fast Food, Credit Cards, and Hotels showed a clear preference for CTV, alongside advertisers like Renault India, Tata Motors, Astrotalk, and Jubilant Foodworks. Meanwhile, Linear TV saw exclusive traction from categories like Chocolates, Branded Jewellery, and Perfumes, with advertisers such as K P Pan Foods, Skoda Auto, Cadbury India, CaratLane, and GCMMF (Amul).
From a volume perspective, over 30 categories and 25 advertisers were active across both platforms, indicating significant overlap in media strategies. However, CTV recorded a higher number of exclusive advertisers (30+) compared to Linear TV (20+), signaling growing experimentation and adoption of streaming platforms.
The analysis spans 31 IPL 2026 matches, covering advertising across 25 Linear TV channels and 12 CTV language feeds.
Overall, the data underscores a clear bifurcation: CTV is increasingly becoming the go-to medium for digital, tech, and performance-led categories, while Linear TV continues to deliver scale for traditional FMCG and retail advertisers. At the same time, large advertisers such as Google and Reliance are leveraging both ecosystems to maximize reach and audience engagement during one of India’s biggest sporting events.
