Google emerged as the leading advertiser across both Connected TV (CTV) and Linear TV during the Indian Premier League (IPL) 2026 season, according to the latest report from TAM Sports, a division of TAM Media Research.
The report, which analysed advertising activity across all 70 IPL matches played between March 28 and May 24, 2026, found that indexed ad volumes on Linear TV increased by 4.16% compared to the previous season. The study covered 25 Linear TV channels and 12 language feeds on CTV, excluding promos, fillers and non-match programming.
Among advertising categories, e-commerce-other services dominated ad volumes on both platforms. On CTV, the category accounted for 10.78% of ad volumes, followed by cars (8%), smartphones (5.58%), e-commerce online shopping (4.14%) and paints (3.8%).
On Linear TV, e-commerce-other services held a 13.84% share, narrowly ahead of mouth fresheners at 13.25%. Two-
Google emerged as the leading advertiser across both Connected TV (CTV) and Linear TV during the Indian Premier League (IPL) 2026 season, according to the latest report from TAM Sports, a division of TAM Media Research.
The report, which analysed advertising activity across all 70 IPL matches played between March 28 and May 24, 2026, found that indexed ad volumes on Linear TV increased by 4.16% compared to the previous season. The study covered 25 Linear TV channels and 12 language feeds on CTV, excluding promos, fillers and non-match programming.
Among advertising categories, e-commerce-other services dominated ad volumes on both platforms. On CTV, the category accounted for 10.78% of ad volumes, followed by cars (8%), smartphones (5.58%), e-commerce online shopping (4.14%) and paints (3.8%).
On Linear TV, e-commerce-other services held a 13.84% share, narrowly ahead of mouth fresheners at 13.25%. Two-wheelers (6.08%), energy drinks (5.59%) and paints (5.21%) rounded out the top five categories.
Google led the advertiser rankings on CTV with a 12.58% share of ad volumes. Tata Motors followed with 3.63%, while Havells India (3.49%), Reliance Consumer Products (3.09%) and Amazon Online India (2.98%) completed the top five.
The technology giant also topped the Linear TV advertiser rankings with an 11.10% share. Reliance Consumer Products secured the second position with 9.25%, followed by Havells India (6.70%), Vishnu Packaging (6.19%) and K P Pan Foods (4.43%).
The report highlighted considerable overlap between the two platforms, with more than 35 common advertising categories and over 30 common advertisers. Shared categories included e-commerce-other services, mouth fresheners, two-wheelers, energy drinks and paints, while common advertisers included Google, Reliance Consumer Products, Havells India, Vishnu Packaging and Hero MotoCorp.
At the same time, CTV attracted a wider range of exclusive advertisers and categories. More than 35 categories and over 60 advertisers appeared exclusively on the platform, including credit cards, adhesives, fast-food outlets, corporate FMCG and astrologers. Exclusive advertisers on CTV included Tata Motors, Vivo Mobile India, Renault India, Colgate-Palmolive India and Pidilite Industries.
Linear TV recorded more than 20 exclusive categories and over 30 exclusive advertisers. Categories such as chocolates, perfumes and deodorants, televisions, internet service providers and hosiery were unique to the medium. Advertisers including K P Pan Foods, OpenAI, Cadbury India, GCMMF (Amul) and Skoda Auto advertised exclusively on Linear TV during the tournament.
The findings suggest that while CTV continued to attract technology, automotive and e-commerce brands seeking targeted audiences, Linear TV remained the preferred platform for FMCG, personal care and mass-market advertisers during one of India's biggest sporting events.
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