Google has emerged as the top advertiser in the early phase of IPL 2026, even as the overall advertising ecosystem shows signs of contraction.
According to TAM Sports data, the first 13 matches of IPL 2026 saw a sharp 31% drop in advertiser count, falling from over 65 brands in IPL 2025 to just 45+. The number of categories also declined by 22%, while overall ad volumes dipped slightly by around 3% year-on-year.
Despite this slowdown, Google captured the top spot with a 13% share of total ad volumes-marking a significant shift from last season, where Parle Biscuits led the charts. Reliance Consumer Products followed with 9%, while Havells India and others maintained strong visibility.
A standout moment this season is the debut of Google Gemini alongside Google Search, marking the first time AI-led products have featured prominently in IPL advertising. This signals a strategic push by Google to leverage cricket’s massive reach to build awareness for its AI ecosystem.
Category dynamics also reveal key shifts. Mouth fresheners retained their dominance, increasing share to 14%, while e-commerce gaming-once a top category-has completely disappeared following regulatory changes. New categories like chocolates, laptops, and insurance have entered the mix, replacing sectors such as smartphones, airlines, and real estate.
The data highlights a clear trend: fewer advertisers, but higher spending concentration. IPL 2026 is shaping up to be a platform where big brands are doubling down on impact-especially in emerging spaces like AI.
