JioHotstar Dominates CTV and Google Leads Linear TV in IPL 2026

The Evolution of Advertising Strategies in IPL 2026

As the Indian Premier League (IPL) 2026 progresses into its mid-season, India’s advertising landscape is undergoing significant changes, characterized by a noticeable divergence in strategies between Connected TV (CTV) and Linear TV. The latest data from TAM Sports reveals intriguing insights into the evolving dynamics of the advertising ecosystem.

Digital Economy Drives CTV Growth

• Connected TV has emerged as a key domain for digital-first brands in IPL 2026.
• JioHotstar (Star India) dominates the CTV space, capturing a substantial 35% share of total ad volumes.
• The CTV platform attracts primarily urban, digitally savvy audiences, with e-commerce, media, entertainment, and social media leading the category mix.
• Niche digital-first advertisers, such as astrologers, credit card companies, and fast-food brands, are also embracing CTV, with over 25 advertisers exclusively targeting this platform.

Linear TV Remains FMCG Stronghold

• In contrast, Linear TV maintains its position as the preferred channel for mass-market and traditional advertisers during IPL 2026.
• Google and Reliance Consumer Products top the advertiser rankings on Linear TV, signaling a preference for established brands in this domain.
• Categories like mouth fresheners, paints, and financial institutions dominate the Linear TV ad space, highlighting the platform's appeal to a wide audience base.
• Exclusive categories like branded jewellery, chocolates, and perfumes continue to thrive on broadcast television, emphasizing Linear TV's role in delivering broad reach and frequency.

Dual-Screen Strategy for Leading Advertisers

Despite the distinct advertising strategies on CTV and Linear TV, several top advertisers, including Star India, Google, Reliance Consumer Products, Havells India, and Vishnu Packaging, are embracing a dual-screen approach. By leveraging both CTV and Linear TV, these brands aim to maximize their reach and engage diverse audiences, catering to both digital-savvy viewers and mass-market consumers.

Market Outlook

The evolving advertising landscape during IPL 2026 signifies a departure from conventional media buying practices, especially during high-profile events like the IPL. The data suggesting a 15% reduction in the category mix compared to the previous year indicates a trend towards consolidation, with fewer but larger advertisers increasing their investments to dominate specific platforms.

As IPL 2026 progresses towards its conclusion, competition for premium ad placements is set to intensify. CTV, in particular, is expected to witness heightened interest from e-commerce and automotive brands, further propelling its growth trajectory and solidifying its position as a pivotal advertising platform in the digital age.