IPL 2026 Ad Race Sees Digital-First Categories Dominate CTV

Why It Matters

Advertisers must adopt multi‑screen plans to reach both tech‑savvy urban viewers on CTV and mass‑market audiences on Linear TV, reshaping budget allocations and creative approaches.

Key Takeaways

• Digital-first categories claim 35% of CTV ad volume.
• Mouth fresheners lead linear TV with 14% share.
• Star India (JioHotstar) holds 35% of CTV advertiser share.
• Google tops linear TV advertising at 13% share.
• More than 15 categories appear exclusively on CTV.

Pulse Analysis

The Indian Premier League has long been a marquee platform for advertisers, but the 2026 season underscores a new reality: Connected TV is emerging as a distinct arena for digital‑native brands. TAM Sports data from the first 22 matches reveals that e‑commerce media, entertainment and social platforms together command over a third of CTV ad inventory. This shift reflects the growing penetration of smart‑TV devices among urban, high‑income households that consume content on‑demand, prompting advertisers to prioritize high‑engagement, data‑driven placements over traditional broadcast slots.

On Linear TV, the picture remains rooted in mass‑market appeal. Categories like mouth fresheners, paints and personal care continue to dominate, with mouth fresheners alone securing a 14% share of ad volume. Google’s 13% share as the leading Linear TV advertiser signals that even tech giants recognize the scale and reach of conventional broadcast. The coexistence of over 25 common advertisers across both platforms illustrates that many brands are hedging their bets, but the exclusive presence of more than 15 categories on each screen—smartphones and fast‑food on CTV, chocolates and jewellery on Linear TV—highlights divergent audience preferences.

For marketers, the takeaway is clear: a one‑screen strategy no longer suffices. Campaigns must be calibrated to the consumption habits of each medium, leveraging CTV’s granular targeting and interactive formats while retaining Linear TV’s broad reach for brand awareness. This dual‑screen approach demands sophisticated measurement frameworks to attribute performance accurately and allocate spend efficiently. As the IPL progresses, brands that master the interplay between CTV and Linear TV will likely capture the highest ROI, setting a benchmark for future sports‑related advertising in India and beyond.