CTV Leads Exclusive Advertiser Growth During IPL 2026: TAM Sports

Why It Matters

The shift toward CTV highlights advertisers’ move to more measurable, targeted digital environments, reshaping media buying strategies during India’s premier sports property. Brands that adapt to these platform and format trends can capture higher engagement and ROI in a fragmented advertising market.

Key Takeaways

• CTV secured 60+ exclusive advertisers, double linear TV count.
• Credit cards and fast‑food led top CTV exclusive categories.
• Chocolates remained dominant exclusive category on linear TV.
• Ads under 10 seconds made up half of all insertions.
• Over 25 categories dropped out, indicating shifting brand priorities.

Pulse Analysis

The IPL continues to be a magnet for advertisers, but this year’s data shows a decisive tilt toward Connected TV. CTV’s ability to deliver granular audience insights and programmatic buying has attracted over 60 exclusive advertisers, dwarfing the 30‑plus on traditional linear channels. Brands such as Tata Motors, Vivo Mobile India and Colgate Palmolive leveraged the platform’s precision to reach segmented viewers, especially in high‑value categories like credit cards and fast‑food. This migration underscores a broader industry trend where digital‑first ad inventory is eclipsing legacy broadcast during marquee events.

Category dynamics also reveal shifting consumer priorities. While chocolates, ISPs and perfumes held sway on linear TV, CTV saw a surge in categories like adhesives and astrologers, reflecting niche interests that thrive on targeted delivery. New entrants such as wires & cables and auto‑rental services signal brands testing the IPL’s reach for emerging product lines, whereas the absence of e‑commerce gaming, real estate and travel suggests budget reallocations or strategic pauses. These movements provide a barometer for where marketers see the most resonant audience segments during high‑stakes sports programming.

Ad format preferences further illuminate the evolving landscape. Half of all ad slots were under 10 seconds, a clear indication that brands favor rapid, memorable impressions in a crowded viewing environment. Yet the rise to 41% for 11‑20 second spots points to a willingness to invest in slightly longer narratives when the message warrants depth. For advertisers, balancing brevity with storytelling will be key to maximizing impact on both CTV and linear platforms as the IPL’s viewership continues to expand.