TAM SPORTS HAS RELEASED the final update of its IPL 2026 Advertising Report, which has analysed data from all 74 games of this year’s 19th edition of the Tata Indian Premier League, across all telecasted channels on Linear TV and 12 language feeds of CTV, and how it compares with IPL 18.
Overall ad volumes grew vs prior seasons. Average ad volume per channel per match rose +4% vs IPL 18 (2025).
Google maintained a dominant presence during IPL 2026, with both Google Search Engine and Google Gemini featuring among the leading advertisers across Linear TV and CTV. With respect to the list of brands, Google Search Engine leads on both Linear TV and CTV
Key takeaways
1. Average ad volume per channel per match increases by 4% in IPL 19 compared to IPL 18.
2. Google, Reliance Consumer Products & Havells India among the Top 5 advertisers were common between Linear TV & CTV.
3. Advertisers, and Brands tally decrease during IPL 19 compared to IPL 18.
4. IPL 19 introduces 15+ new categories; 25+ categories from IPL 19 absent.
5. Ecom-Other Services topped IPL 19 on Linear TV and CTV, Paints maintained its 5th place on both
6. < 10 second ads most preferred during commercial breaks in IPL 19, followed by 11-20 Secs Ads.
Avg. Ad Volume per channel per match surge by 4% during IPL 19 (Y 2026) compared to IPL 18 (Y 2025)
>> Based on overall Ad volumes, current IPL Season saw 5% growth over IPL 17
The First Play-off match of IPL 19 (RCB vs. GT) witnessed the highest growth compared to same match of IPL 18 i.e. nearly 40% growth
>> Indexed ad volume grew in all the stages of IPL 19 compared to similar stages of IPL 18 except Eliminator (SRH vs. RR)
Tally of Categories, Advertisers and brands during IPL 19, IPL 18 and IPL 17
>> Fewer Categories, Advertisers and Brands in IPL 19 compared to previous season means more visibility and less clutter
Among the top 5 Sectors in IPL 19, Services leads on Linear TV and CTV
>> During IPL 19, the top five sectors accounted for more than 80% of total ad volume on Linear TV and more than 50% on CTV.
>> 4 out of Top 5 Sectors during IPL 19 were common among Linear TV and CTV.
Top 5
Linear TV
Services – 28%
Food & Beverages – 28%
Auto – 10%
BFSI – 9%
Durables – 7%
CTV
Services – 19%
Auto – 13%
Food & Beverages – 9%
BFSI – 7%
Telecom Products – 6%
Among the top 5 Categories in IPL 19 on Linear and CTV
>> Ecom-Other Services topped IPL 19 on Linear TV and CTV, Paints maintained its 5th place on both.
>> During IPL 19, the top five categories accounted for 44% of total ad volume on Linear TV, compared to 33% on CTV.
Top 5
Linear TV
Ecom-Other Services – 14%
Mouth Fresheners – 13%
Two Wheelers – 6%
Energy Drink – 5%
Paints – 5%
CTV
Ecom-Other Services – 11%
Cars – 8%
Cellular Phones-Smart Phones – 6%
Ecom-Online Shopping – 4%
Paints – 4%
Google topped in terms of ad volume during IPL 19 on both Linear TV and CTV
>> During IPL 19, the top 5 advertisers contributed 37% of ad volume on Linear TV, while the top 5 on CTV contributed 26%.
>> Google, Reliance Consumer Products & Havells India among the Top 5 advertisers were common between Linear TV & CTV.
Top 5
Linear TV
Google – 11%
Reliance Consumer Products – 9%
Havells India – 6%
Vishnu Packaging – 6%
K P Pan Foods – 4%
CTV
Google – 13%
Tata Motors – 4%
Havells India – 4%
Maruti Suzuki India – 3%
Reliance Consumer Products – 3
Google Search Engine leads the list of brands during IPL 19 on Linear TV and CTV
>> Top 5 brands contributed 23% share of ad volumes in IPL 19 on Linear TV, while top 5 on CTV contributed 19%.
>> Google Search Engine & Google Gemini among the Top 5 brands were common between Linear TV and CTV.
Top 5
Linear TV
Google Search Engine 7%
Vimal Elaichi Pan Masala – 6%
Campa Energy Drink – 4%
AMFI (Asso Of Mutual Funds In India) – 4%
Google Gemini – 4%
CTV
Google Search Engine – 7%
Google Gemini – 3%
Maruti Suzuki E Vitara – 3%
Tata Sierra – 3%
Rupay Credit Card – 2%
Count of Exclusive Categories and Advertisers on Linear TV and CTV in IPL 2026
>> In IPL 2026, CTV recorded a higher number of exclusive categories and advertisers compared to Linear TV, highlighting a broader and more diverse participation on the platform.
Count of exclusive Categories in CTV – 35+
Count of exclusive Categories in Linear TV – 20+
Count of exclusive Advertisers in CTV – 60+
Count of exclusive Advertisers in Linear TV – 30+
Exclusive Categories and Advertisers on Linear TV and CTV in IPL 2026
Top 5
Exclusive categories on CTV
1. Credit Cards
2. Adhesives
3. Fast Food Outlets
4. Corporate-FMCG
5. Astrologers
Exclusive categories on Linear TV
1. Chocolates
2. Internet Service Providers
3. Perfumes/Deodorant
4. Televisions
5. Cement
Exclusive Advertisers on CTV
1. Tata Motors
2. Vivo Mobile India
3. Renault India
4. Colgate Palmolive India
5. Pidilite Industries
Exclusive Advertisers on Linear TV
1. K P Pan Foods
2. Openai
3. Cadburys India
4. Skoda Auto
5. GCMMF (Amul)
New categories in IPL 19 compared to IPL 18 || Categories not appearing in IPL 19 compared to IPL 18
Top 5 New Categories
Chocolates
Wires & Cables
Auto Rental Services
Televisions
Laptops/Notebooks
Top 5 Categories not present in IPL 19
Ecom-Gaming
Properties/Real Estates
Lubricants
Furniture Related Items
Ecom-Travel & Tourism
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels in IPL 19
>> Total 100 brands advertised on both Regional and Hindi+English sports channels during 74 matches of IPL 19. “Google Search Engine” dominated the Top 5 Brand List for Common Brands on both Hindi+English & Regional language Sports Channels.
Top Brands (Hindi +English)
Amul Lassi
Amul Protein Products
Muthoottu Mini Loan Against Gold
Top Brands (Regional)
Campa Purple Energy
Campa Power Up
Google Pay
Lloyd Ac Luxuria Collection
Ramraj Hosiery
Top Brands (Common)
Google Search Engine
Vimal Elaichi Pan Masala
AMFI (AssoOf Mutual Funds In India)
Google Gemini
ChatGPT
Usage of Ad Length during commercial breaks of IPL 19 and IPL 18
>> In IPL 19, During commercial breaks, < 10 second ads were the most preferred, followed by 11 –20 second ads.
>> 20–40 Secs ads were preferred more in IPL 19 compared to IPL 18.
