The study found that celebrity-endorsed advertisements accounted for 61% of total advertising volumes on Linear TV, compared with 49% on Connected TV
Industry Trend
IPL 2026 Advertising Trends
The advertising landscape for IPL 2026 is evolving, with a notable shift from traditional TV endorsements to connected TV (CTV) platforms. Despite a decrease in advertisers, ad volumes have seen growth, indicating a dynamic market response to changing viewer behaviors.
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Shift to Connected TV
IPL 2026: Shift in Celebrity Endorsements from TV to CTV
Key Insights (AI Generated)
5 Insights
Shift to Connected TV
Celebrity endorsements are increasingly moving from traditional TV to connected TV platforms as advertisers adapt to viewer preferences.
Growth in Ad Volumes
IPL 2026 has experienced a 4% rise in ad volumes despite a reduction in the number of advertisers.
Sponsorship Revenue Increase
BCCI secured a significant ₹270 crore sponsorship deal with Google's Gemini, highlighting the value of IPL as a marketing platform.
Ad Calendar Shifts
India's advertising calendar is undergoing major changes with potential rescheduling of IPL, affecting ad strategies.
Record Viewership
TATA IPL 2026 achieved a record 1.2 billion viewers, showcasing the event's massive reach and influence.
Frequently Asked Questions
5 Q&A
The main trend is the shift from traditional TV endorsements to connected TV platforms.
BCCI secured a ₹270 crore sponsorship deal with Google's Gemini.
IPL 2026 saw a 4% rise in ad volumes despite fewer advertisers.
Potential rescheduling of IPL is causing significant shifts in India's advertising calendar.
TATA IPL 2026 achieved a record 1.2 billion viewers.
Latest Articles in This Topic
6 Articles
IPL 2026: Shift in Celebrity Endorsements from TV to CTV
BCCI Secures ₹270 Crore Sponsorship with Google's Gemini for IPL 2026
As per reports, the agreement has been inked for three years
India's Ad Calendar Faces Major Shift with Potential IPL Rescheduling
Brands may have to make sharper choices on media allocation, campaign timing and budget phasing if India’s biggest sporting property collides with its biggest c...
IPL 2026 Sees 2% Growth in TV Ad Volumes Amid Viewing Shift
As per the TAM Sports-IPL 19 Advertising Report, TV ad volumes rose 2% after 48 matches versus the same period last season
IPL 2026 Sees 4% Rise in Ad Volumes Despite Fewer Advertisers
Services emerged as the largest advertising sector on both Linear TV and CTV during IPL 2026
TATA IPL 2026 Achieves Record 1.2 Billion Viewers, JioStar Reports
Connected TV emerged as the fastest-growing consumption platform with a 22% Y-o-Y growth
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AI-assisted summary, reviewed by our newsroom
The advertising landscape for IPL 2026 is evolving, with a notable shift from traditional TV endorsements to connected TV (CTV) platforms. Despite a decrease in advertisers, ad volumes have seen growth, indicating a dynamic market response to changing viewer behaviors.