Advertising during the first phase of the IPL 2026 season showed a clear divide between digital and traditional platforms, with connected TV led by e-commerce and online services while linear television remained dominated by legacy categories, according to a TAM Sports report.
The analysis, based on 31 matches and 12 language feeds on connected TV, found that media, entertainment and social media e-commerce brands accounted for 39% of ad share on connected TV. Other leading categories included e-commerce services at 11%, smartphones and cars at 6% each, and air conditioners at 4%.
On linear television, mouth fresheners led with a 14% share, followed by e-commerce services at 13% and financial institutions at 6%.
Among advertisers, Star India (JioHotstar) and Google dominated connected TV, while Google and Reliance Consumer Products led on linear television.
The report noted significant overlap between platforms but highlighted distinct advertiser trends, with connected TV attracting digital-first brands and linear television continuing to rely on traditional consumer sectors.