IPL TV ad volumes rise 2%

Exchange4media reported on May 14 that television advertising volumes in IPL 2026 rose 2% after the tournament’s first 48 matches, citing a TAM Sports-IPL 19 Advertising Report. The report compared the same stage of the season with IPL 2025 and put indexed linear TV ad volumes at 102.2 against 100 a year earlier. Google was the top advertiser on both linear television and connected TV, according to the report. The data offers an early read on how brands are allocating money across India’s biggest cricket property as the season heads into its final stretch. ### How big was the increase in television ad volumes? TAM Sports put linear TV ad volumes at an index of 102.2 for IPL 2026 after 48 matches, versus 100 for the same period in IPL 2025, according to Exchange4media’s report. Exchange4media described that as a 2% rise in overall television advertising volumes. afaqs! separately reported on May 14 that TAM Sports recorded a 2.19% rise in linear TV ad volumes during the same 48-match period. The small difference appears to reflect rounding, while both reports point to the same underlying direction: more advertising inventory was sold or used on linear television than at the comparable stage last season. ### Which advertisers and categories were most visible? Google ranked first among advertisers on both linear TV and connected TV during the first 48 matches, according to Exchange4media and other trade publications citing the TAM Sports report. Reliance Consumer and Havells were also named among leading advertisers in coverage by ET Brand Equity. ET Brand Equity reported that e-commerce services were among the leading categories on connected TV, while Storyboard18 said linear TV continued to attract more traditional categories including mouth fresheners and energy drinks. (exchange4media.com) That split suggests brands are using the two screens differently, though the trade reports did not disclose spending figures or rate cards. ### What does the report say about connected TV? TAM Sports’ report covered both linear TV and connected TV, and several outlets said Google led ad volumes across both formats. Medianews4u reported on May 13 that the connected TV market showed a broader and more diverse advertiser base than linear television during the first 48 matches. Storyboard18 reported that connected TV recorded higher exclusive advertiser participation during IPL 2026. afaqs! also said the data pointed to overlap between brands buying connected TV and traditional television, indicating that some marketers are running cross-platform campaigns rather than treating streaming and broadcast as separate buys. (exchange4media.com) ### Why does the 48-match mark matter? The IPL’s official schedule lists 74 matches for the 2026 season, running from March 28 to May 31. A 48-match cut gives advertisers and broadcasters a mid-season checkpoint before the final league games and playoffs. The first 48 matches cover a large enough sample to show category and advertiser patterns, but they do not capture the full season, including the late-stage matches that often draw heavy audiences and premium ad demand. (medianews4u.com) Neither Exchange4media nor the other trade reports cited in this story published full-season ad totals because the tournament is still underway. ### Who is carrying the tournament this season? JioStar is the official broadcast and digital partner for IPL 2026, according to its season presentation announced on March 27 and cited by industry coverage. The tournament is being distributed across television and digital platforms, making the split between linear TV and connected TV ad demand central to media buyers’ planning. The Media Ant’s IPL 2026 advertising guide described Star Sports as the television platform and JioHotstar as the streaming platform for advertisers seeking digital and connected TV inventory. (ipl.com) Those platform distinctions help explain why trade publications are tracking linear TV and connected TV separately in the TAM Sports data. ### What comes next before the market gets a full-season picture? May 31 is the scheduled date for the IPL 2026 final, according to the league’s official fixtures page. The remaining league matches and playoffs will determine whether the early 2% rise in linear TV ad volumes holds, accelerates or fades by season-end. TAM Sports and trade outlets including Exchange4media, ET Brand Equity and afaqs! are likely to publish updated advertising tallies after more matches and again once the full 74-match season is complete. (mediabrief.com) Until then, the 48-match report is the latest published checkpoint on IPL 2026 television and connected TV advertising. (ipl.com)