TAM SPORTS HAS RELEASED the seventh update of its IPL 19 Advertising Report, which has analysed data from 70 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 ad volumes registered a 4% uptick on Linear TV after 70 matches compared to the equivalent period in the previous season, while Connected TV (CTV) emerged as a more diverse platform in terms of advertiser and category participation.
Top 5 Categories on CTV and Linear TV
>> Among categories, E-com–Other Services emerged as the leading segment on CTV and Linear TV, while Mouth Fresheners was second on Linear TV and Cars on CTV till Match 70 of IPL 2026.
>> Ecom-Other Services (that includes, Google, OpenAI, Matrimony.com etc..) and Paints were the only common categories among Top 5 of CTV and Linear TV.
Top 5 Categories [CTV]
Ecom-Other Services – 11%
Cars – 8%
Cellular Phones-Smart Phones – 6%
Ecom-Online Shopping – 4%
Paints – 4%
Top 5 Categories [Linear TV]
Ecom-Other Services – 14%
Mouth Fresheners – 13%
Two Wheelers – 6%
Energy Drink – 6%
Paints – 5%
Top 5 Advertisers on CTV and Linear TV
>> Among Advertisers, Google tops Linear TV and CTV in 70 Matches.
>> Google, Havells India and Reliance Consumer Products were the common advertisers among Top 5 of CTV and Linear TV.
Top 5 Advertisers [CTV]
Google – 13%
Tata Motors – 4%
Havells India – 3%
Reliance Consumer Products – 3%
Amazon Online India – 3%
Top 5 Advertisers [Linear TV]
Google – 11%
Reliance Consumer Products – 9%
Havells India – 7%
Vishnu Packaging – 6%
K P Pan Foods – 4%
Count of Categories & Advertisers in IPL 19 and IPL 18 (70 Matches)
>> During the league phase (till M 70), over 35 categories and over 30 advertisers were common across both CTV and Linear TV platforms, indicating a strong overlap in advertising presence across mediums.
>> After 70 matches, 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
Top 5 Common Categories
1 Ecom-Other Services
2 Mouth Fresheners
3 Two Wheelers
4 Energy Drink
5 Paints
Top 5 Common Advertisers
1 Google
2 Reliance Consumer Products
3 Havells India
4 Vishnu Packaging
5 Hero Motocorp
Top 5 Exclusive Categories and Advertisers on CTV and Linear TV
Top 5 Exclusive Categories on CTV
1 Credit Cards
2 Adhesives
3 Fast Food Outlets
4 Corporate-FMCG
5 Astrologers
Top 5 Exclusive Advertisers on CTV
1 Tata Motors
2 Vivo Mobile India
3 Renault India
4 Colgate Palmolive India
5 Pidilite Industries
Top 5 Exclusive Categories on Linear TV
1 Chocolates
2 Perfumes/Deodorant
3 Televisions
4 Internet Service Providers
5 Hosiery
Top 5 Exclusive Advertisers on Linear TV
1 K P Pan Foods
2 Openai
3 Cadburys India
4 GCMMF (Amul)
5 Skoda Auto
