Connected TV (CTV) emerged as a stronger and more diverse advertising platform than traditional linear television during the FIFA World Cup 2026, according to the latest TAM Sports report. While overall advertising volumes on linear TV dipped 4% compared to the 2022 tournament, advertiser participation increased significantly as the competition progressed.
The report analysed commercial advertising across all 104 live matches. Ad volumes during the first 62 matches were down 14%, largely due to India–US time zone differences. However, improved advertiser participation during the knockout stages helped narrow the overall decline to just 4%, with average ad volumes per channel per match rising 53% in the latter half of the tournament.
CTV outperformed linear TV in advertiser diversity, attracting 31 advertisers, 44 brands and 28 product categories, compared to 17 advertisers, 29 brands and 17 categories on traditional television. The findings highlight CTV’s growing appeal among marketers seeking targeted access to digitally connected sports audiences.
Advertising on linear TV remained concentrated, with liquor and automobile brands accounting for the bulk of ad volumes. The top five categories contributed 82% of all advertising, while the top five advertisers also represented 82% of total ad volumes.
In contrast, CTV showcased a more balanced advertiser mix. Cars, aerated beverages, jewellery, liquor and luggage emerged as the leading categories, together contributing 51% of total ad volumes. The platform also featured 12 exclusive advertising categories and 15 advertisers that were absent from linear television.
The report indicates that advertisers are increasingly adopting CTV as a key medium for premium sports properties, complementing television with broader category participation and more targeted campaign strategies.
