Advertising volumes during the 2026 edition of the Indian Premier League (IPL) have increased by 4.16% on Linear Television compared to the previous season, according to the latest TAM Sports report covering all 70 matches across Linear TV and Connected TV (CTV).
The report has shown that Ecom-Other Services emerged as the leading advertising category across both platforms. On CTV, the category accounted for a 10.8% share of ad volumes, followed by Cars, Cellular Phones–Smart Phones, Ecom-Online Shopping and Paints. On Linear TV, Ecom-Other Services led with a 13.8% share, followed by Mouth Fresheners, Two Wheelers, Energy Drinks and Paints.
Google has emerged as the top advertiser across both CTV and Linear TV during IPL 2026. Other major advertisers on CTV have included Tata Motors, Havells India, Reliance Consumer Products and Amazon Online India. On Linear TV, Reliance Consumer Products, Havells India, Vishnu Packaging and K P Pan Foods have featured among the leading advertisers.
The study has identified more than 35 common advertising categories and over 30 common advertisers across CTV and Linear TV during the tournament. Ecom-Other Services, Mouth Fresheners, Two Wheelers, Energy Drinks and Paints have ranked among the top common categories, while Google, Reliance Consumer Products, Havells India, Vishnu Packaging and Hero MotoCorp have been among the leading common advertisers.
The report has also highlighted platform-specific trends. CTV has recorded more than 35 exclusive categories and over 60 exclusive advertisers. Credit Cards, Adhesives, Fast Food Outlets, Corporate-FMCG and Astrologers have been among the leading exclusive categories on CTV, while Tata Motors, Vivo Mobile India, Renault India, Colgate-Palmolive India and Pidilite Industries have emerged as key exclusive advertisers.
On Linear TV, more than 20 exclusive categories and over 30 exclusive advertisers have been recorded. Chocolates, Perfumes and Deodorants, Televisions, Internet Service Providers and Hosiery have ranked among the top exclusive categories, while K P Pan Foods, OpenAI, Cadbury India, GCMMF (Amul) and Skoda Auto have featured among the leading exclusive advertisers.
The TAM Sports report has covered commercial advertising during live IPL matches between March 28 and May 24, 2026, across 25 Linear TV channels and 12 language feeds on CTV.
