IPL ad mix shifts
TV ad volumes for IPL 2026 are down about 3% in the first two weeks versus the same period last season, while the first 13 matches showed 10 new ad categories and 47 new brands — and brands are projected to spend roughly ₹700 crore on IPL influencer campaigns in 2026. (economictimes.indiatimes.com) (adgully.com) (adgully.com)
Television advertising in the Indian Premier League has softened early this season, even as new brands keep entering the tournament. (economictimes.indiatimes.com) TAM Sports data for the first 13 matches of IPL 2026 showed ad volumes down about 3% from the same stage of IPL 2025, with a rain-hit match and lower ad intensity in afternoon games cited as factors. (economictimes.indiatimes.com) The advertiser base also narrowed. Industry reports citing TAM Sports said the number of advertisers fell 31% and active categories dropped 22% in those first 13 matches, even as 10 new categories and 47 new brands appeared. (socialsamosa.com) (adgully.com) That mix points to a more concentrated television market inside India’s biggest cricket property: fewer buyers overall, but continued demand from new entrants that still want the league’s audience. (economictimes.indiatimes.com) (exchange4media.com) The shift is not only about television. Qoruz projected influencer marketing tied to IPL will reach about ₹700 crore in 2026, with creator-led campaigns taking 16% to 18% of total digital ad spending around the tournament. (brandequity.economictimes.indiatimes.com) (socialsamosa.com) Qoruz said creator engagement around IPL rose from 1.4 billion in 2023 to 2.6 billion in 2025, and fast-moving consumer goods brands accounted for 32% of influencer collaborations in its 2026 analysis. (brandequity.economictimes.indiatimes.com) The television leaderboard is changing too. Reports on the first 13 matches said Google Search Engine and Google Gemini were among the new advertisers, and Google topped ad share in early IPL 2026 television data. (medianews4u.com) (storyboard18.com) Last season’s opening stretch had looked broader. TAM Sports data from early IPL 2025 showed ad volumes up 7% in the first five matches, advertisers up 29%, and 67 fresh brands joining the tournament. (financialexpress.com) The result in April 2026 is a tournament still pulling in advertisers, but with spending spreading across fewer television buyers and more creator-led campaigns running alongside the broadcast. (economictimes.indiatimes.com) (brandequity.economictimes.indiatimes.com)
