If IPL is cricket’s biggest stage, it’s also advertising’s ultimate split-screen moment. New data from TAM Sports reveals how brands are playing two very different games across Connected TV (CTV) and traditional television during IPL 2026.
Based on 22 matches between March 28 and April 14, the analysis highlights a clear platform divide. On CTV, digital-first categories dominated. E-commerce media, entertainment, and social media together accounted for 35% of ad volumes, followed by e-commerce services at 12% and smartphones at 8%. The trend signals a shift toward high-intent, high-consideration categories targeting more precise audiences.
Linear TV, however, continues to be the stronghold of mass-market advertising. Mouth fresheners led with a 14% share, alongside categories like cars, paints, and air conditioners. These segments rely on broad reach and high-frequency visibility-something traditional TV still delivers effectively.
Advertiser presence further reflects this contrast. On CTV, Star India (JioHotstar) led with a 35% share, followed by Google at 20%. Meanwhile, on linear TV, Google topped the list with 13%, with brands like Reliance Consumer Products and Havells India close behind.
Despite the divide, overlap remains strong-over 25 categories and 20+ advertisers were active across both platforms. Still, each medium retains its uniqueness, with more than 15 exclusive categories on each side.
The takeaway? IPL 2026 isn’t just about reach anymore. It’s about strategy-CTV for precision, TV for scale, and both working together in a hybrid advertising ecosystem.
