Google emerged as the biggest advertiser during IPL 2026 across both Connected TV (CTV) and Linear TV platforms, according to the latest advertising analysis released by TAM Sports, a division of TAM Media Research.
The report, which examined advertising activity across all 70 IPL matches played between March 28 and May 24, revealed that Linear TV ad volumes grew by 4.16% compared to the previous season, highlighting the continued strength of television as a medium for mass-reach campaigns.
Among advertising categories, e-commerce services dominated both platforms. On CTV, the category contributed the highest share of ad volumes, followed by automobiles, smartphones, online shopping platforms, and paints. Linear TV witnessed strong participation from e-commerce brands as well, alongside mouth fresheners, two-wheelers, energy drinks, and paints.
Google retained its position as the leading advertiser across both screens. On CTV, the technology giant was followed by Tata Motors, Havells India, Reliance Consumer Products, and Amazon. On Linear TV, Google led ahead of Reliance Consumer Products, Havells India, Vishnu Packaging, and K P Pan Foods.
The study also highlighted substantial overlap between the two platforms, with more than 35 common advertising categories and over 30 common advertisers. Brands such as Google, Reliance Consumer Products, Havells India, Vishnu Packaging, and Hero MotoCorp maintained a presence across both ecosystems.
While Connected TV continued to attract technology, automotive, and digital-first brands, Linear TV remained a preferred choice for FMCG, personal care, and mass-market advertisers.
The findings underscore IPL’s continued appeal as India’s largest advertising platform, offering brands extensive reach across both traditional television and rapidly growing digital viewing environments.
