TAM SPORTS HAS RELEASED the third update of its IPL 19 Advertising Report, which has analysed data from the first 22 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 22 games, and as IPL 2026 progresses into its mid-stage, what is clear is that there is a “screen split” in the strategies that brands are adopting across Connected TV (CTV) and Linear TV.
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, and Google taking up the second position at 20%.
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%, Vishnu Packaging (6%), Havells India (6%) and KP Pan Foods (5%) completing the Top 5.
Category-wise, traditional segments continue to dominate, with mouth fresheners leading at 14%, Ecom-Other Services at 12%, followed by Ecom-wallets, financial institutions, and paints, all at 6%.
Categories such as branded jewellery, chocolates, and perfumes remain largely exclusive to broadcast television, reinforcing Linear TV’s role in delivering scale and frequency.
Having said that, it bears noting that over 15 exclusive categories and 20+ advertisers are present on both CTV and Linear TV, clearly indicating that leading advertisers are leveraging both CTV and Linear TV to maximise reach, targeting affluent digital audiences alongside mass-market viewers.
KEY DATA POINTS FROM THE REPORT
Common Advertisers and Categories and on CTV and Linear TV
Top 5 Common Advertisers
1 JioHotstar
2 Google
3 Reliance Consumer Products
4 Havells India
5 Vishnu Packaging
Top 5 Common Categories
1 Ecom-Media/Ent./Social Media
2 Ecom-Other Services
3 Mouth Fresheners
4 Cars
5 Paints
Count of Categories & Advertisers in IPL 19 and IPL 18
>> More than 20+ Common Categories and Advertisers present on CTV and Linear TV in IPL 26 in first 22 matches.
>> More than 15+ Exclusive Categories and 20+ Advertisers present on CTV and Linear TV in IPL 26 in first 22 matches
Common Categories and Advertisers on CTV and Linear TV in IPL 2026
Top 5 Common Categories
1 Ecom-Media/Ent./Social Media
2 Ecom-Other Services
3 Mouth Fresheners
4 Cars
5 Paints
Top 5 Common Advertisers
1 Star India Pvt Ltd (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 Hotels
5 Credit Cards
Top 5 Exclusive Advertisers on CTV
1 Renault India
2 Tata Motors
3 Astrotalk Services
4 Jubilant Foodworks
5 Colgate Palmolive India
Top 5 Exclusive Categories on Linear TV
1 Chocolates
2 Branded Jewellery
3 Perfumes/Deodorant
4 Mortgage Loans
5 Range of Hair Care
Top 5 Exclusive Advertisers on Linear TV
1 K P Pan Foods
2 Skoda Auto
3 Cadburys India
4 Carat Lane Trading
5 Navi Technologies
