TAM SPORTS HAS RELEASED the fourth update of its IPL 19 Advertising Report, which has analysed data from the first 31 games of this year’s 19th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 18.
After 31 games, the “screen split” in strategies that brands are adopting across Connected TV (CTV) and Linear TV continues, with digital-first categories dominating streaming platforms while traditional FMCG segments continue to lead on television.
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 and Other Services (that includes, Google, OpenAI, Matrimony.com etc) was the only common category among Top 5 across both CTV and Linear TV, indicating a cross-platform strategy for high-reach digital services.
As for the Top 5 Advertisers on CTV and Linear TV, JioHotstar (39%) leads on CTV and Google (12%) tops Linear TV. It bears noting however, that with JioHotstar being an “in-network” platform within the JioStar network, it is Google (17%) that is arguably the real leader of the pack on Linear TV as well.
Other major advertisers active across both platforms include Havells India and Reliance Consumer Products, reflecting a dual-platform approach among large-scale marketers.
Key data points
Top 5 Advertisers [CTV]
JioHotstar – 39%
Google- 17%
Havells India – 4%
Renault India – 3%
Reliance Consumer Products – 3%
Top 5 Advertisers [Linear TV]
Google – 12%
Reliance Consumer Products – 10%
Vishnu Packaging – 6%
Havells India – 6%
K P Pan Foods – 5%
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).
In terms of volumes, more than 30+ common categories and 25+ common advertisers were present on CTV and Linear TV. However, the count of exclusive categories advertisers present on CTV (20+) was more than on Linear TV (15+).
Common Categories and Advertisers on CTV and Linear TV
Top 5 Common Categories
1 Ecom-Media/Entertainment/Social Media
2 Ecom-Other Services
3 Mouth Fresheners
4 Paints
5 Cars
Top 5 Common Advertisers
1 JioHotstar
2 Google
3 Reliance Consumer Products
4 Havells India
5 Vishnu Packaging
Top 5 Exclusive Categories and Advertisers on CTV and Linear TV
Top 5 Exclusive Categories on CTV
1 Cellular Phones-Smart Phones
2 Astrologers
3 Fast Food Outlets
4 Credit Cards
5 Hotels
Top 5 Exclusive Advertisers on CTV
1 Renault India
2 Tata Motors
3 Astrotalk Services
4 Jubilant Foodworks
5 Voltas
Top 5 Exclusive Categories on Linear TV
1 Chocolates
2 Branded Jewellery
3 Perfumes/Deodorant
4 Mortgage Loans
5 Artificial Sweeteners
Top 5 Exclusive Advertisers on Linear TV
1 K P Pan Foods
2 Skoda Auto
3 Cadburys India
4 Carat Lane Trading
5 GCMMF (Amul)
