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As the Indian Premier League (IPL) 2026 approaches the 43-match mark, the competition for consumer attention has reached a fever pitch, exposing a sharp shift in how sponsors approach the two-screen reality of Indian households.
According to the most recent TAM Sports report on Commercial Advertising (FCT) for the first 43 matches of the IPL 2026, tech juggernaut Google has emerged as the uncontested king of the pitch, winning the top advertiser slot across both Linear TV and Connected TV (CTV).
While Google maintains its lead, the data reveals two distinct tales playing out across screens. Linear TV retains the stronghold of conventional high-frequency categories, headlined by Mouth Fresheners. In contrast, CTV has become a playground for the digital economy, with Ecom-Other Services – a sector that includes Google, OpenAI, and Matrimony.com – taking the lead.
Interestingly, only two categories were able to bridge the gap and enter the top 5 on both platforms: Ecom-Other Services and Paints, suggesting a unique synergy between tech-driven services and home improvement businesses in capturing the modern Indian family.
The TAM study reveals a significant shift in the advertising landscape: CTV now has a greater number of exclusive categories and sponsors than linear TV. This increase in CTV-exclusive participation suggests that the platform is no longer merely a supplementary add-on for major spenders, but rather a core destination for a wide spectrum of niche and digital-native businesses. While heritage heavyweights like Vishnu Packaging and K P Pan Foods continue to dominate linear TV, CTV’s Top 5 list includes a more current mix, like Grasim Industries and Amazon India.
Despite the different techniques, the data indicate a large overlap in the center of the funnel:
Common Advertisers: 30 companies, lead by Google, Reliance Consumer Products, and Havells India, are playing a balanced game, retaining top five positions in both mediums.
Shared Categories: 35 categories appear on both displays, with Corporate-Financial Institutes, Cars, and Paints making out the top five.
The first 43 matches of the IPL 2026 have established a new rulebook for sports marketing. Linear TV is still the unchallenged champion of mass market reach and conventional FMCG supremacy. However, the greater diversity and exclusive brand engagement on CTV indicate that the future of IPL advertising is becoming more fragmented, personalised, and tech-heavy.
The ‘Big Three’ common spenders, Google, Havells, and Reliance, have a clear strategy: total screen domination is the only way to win the IPL season.
The post Google tops IPL 2026 ad race as CTV drives greater brand diversity: TAM Sports appeared first on SportsMint Media.