TAM SPORTS HAS RELEASED the sixth update of its IPL 19 Advertising Report, which has analysed data from 48 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.
IPL Season 19 signals a return to growth, as ad volumes register a 2% uptick after 48 matches compared to the equivalent period in the previous season.
Top 5 Categories on CTV and Linear TV
>> Among categories, E-com–Other Services emerged as the leading segment on CTV, while Mouth Fresheners dominated Linear TV.
>> Ecom-Other Services (that includes, Google, OpenAI, Matrimony.com etc..) was the only common category among Top 5 of CTV and Linear TV in IPL 2026.
Top 5 Categories [CTV]
Ecom-Other Services – 10%
Cars – 6%
Cellular Phones-Smart Phones – 5%
Paints – 4%
Air Conditioners – 4%
Top 5 Categories [Linear TV]
Mouth Fresheners – 14%
Ecom-Other Services – 13%
Two Wheelers – 6%
Corporate-Financial Institute – 5%
Energy Drink – 5%
Among advertisers, Google continues to lead on Linear TV and CTV
>> Google, Havells India and Reliance Consumer Products were the common advertisers among Top 5 of CTV and Linear TV.
Top 5 Advertisers [CTV]
Google 14%
Havells India 4%
Reliance Consumer Products 3%
Grasim Industries 3%
Amazon Online India 3%
Top 5 Advertisers [Linear TV] % Share
Google 11%
Reliance Consumer Products 10%
Havells India 7%
Vishnu Packaging 6%
K P Pan Foods 5%
Count of Categories & Advertisers
During the first 48 matches of IPL 2026, over 35 categories and 30 advertisers were common across both CTV and Linear TV platforms, indicating a strong overlap in advertising presence across mediums.
CTV recorded a higher number of exclusive categories and advertisers compared to Linear TV, highlighting a broader and more diverse participation on the platform.
Common Categories and Advertisers on CTV and Linear TV
1 Ecom-Other Services
2 Mouth Fresheners
3 Paints
4 Cars
5 Corporate-Financial Institute
Top 5 Common Advertisers
1 Google
2 Reliance Consumer Products
3 Havells India
4 Vishnu Packaging
5 AMFI (Asso Of Mutual Funds In India)
Top 5 Exclusive Categories and Advertisers on CTV and Linear TV
Top 5 Exclusive Categories on CTV
1 Credit Cards
2 Astrologers
3 Fast Food Outlets
4 Corporate-FMCG
5 Hotels
Top 5 Exclusive Advertisers on CTV
1 Tata Motors
2 Renault India
3 Voltas Limited
4 Astrotalk Services
5 Jubilant Foodworks
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 Openai
3 Skoda Auto
4 Cadburys India
5 TVS Motor Company
