Google Tops IPL 2026 Advertiser Rankings as E-Commerce Dominates Ad Spend

The 2026 edition of Indian Premier League (IPL) saw players of digital ecosystem and e-commerce platforms dominate advertising, with Google being the largest advertiser on traditional television and connected TV (CTV) platforms.

Advertising volumes on linear television grew 4.2% year-on-year over the previous season, according to a report by sports advertising firm TAM Sports that analysed all the 70 IPL matches from March 28 to May 24, 2026.

The study examined advertising on 25 linear TV channels and 12 connected TV language feeds, and highlights the growing trend of brands adopting a coordinated, multi-platform approach to reach audiences across screens.

The report found that companies are using linear TV for broad mass-market exposure, and connected TV for more targeted and interactive audience engagement.

Also Read: Kuku Technologies Files Confidentially for IPO, Eyes ₹3,500 Crore Fundraise

Google Leads:

Google was the number-one advertiser in both viewing formats, a rare cross-platform lead during the tournament.

Technology giant was the top spender with 12.6% of total advertising volumes, followed by Tata Motors (3.6%), Havells India (3.5%) and Reliance Consumer Products (3.1%).

In connected TV, Google retained its dominance with 11.1% share of ad volumes followed by Reliance Consumer Products (9.3%) and Havells India (6.7%).

At the category level, the most visible category in linear television and connected TV was E-Commerce–Other Services.

However, the composition of advertising categories was quite different between the two formats.

Also Read: Skechers India Appoints Brandman Retail as Marketplace Management Partner

Dual-Screen Strategy:

E-commerce–Other Services accounted for 10.8% of ad volumes on connected TV. Cars followed the category at 8%, smartphones at 5.6%, online shopping at 4.1% and paints at 3.8%.

The linear TV landscape was a better mirror of the mass-market mix of consumers. E-commerce–Other Services continued to lead the pack with a 13.8% share, closely followed by Mouth Fresheners at 13.3%.

Other key categories on linear TV were Two-Wheelers at 6.1%, Energy Drinks at 5.6% and Paints at 5.2%.

The report suggests that brands no longer view traditional TV and connected TV as competing platforms. Instead advertisers are increasingly using both formats together to maximise reach and audience engagement.

This trend was mirrored by the high degree of overlap of the two ecosystems. More than 35 advertising categories and 30-plus major brands had a simultaneous presence on both linear television and connected TV throughout the tournament.

At the same time, each platform still catered to different segments of advertisers.

Connected TV had over 35 exclusive advertising categories reaching the digitally-savvy consumer including categories such as Credit Cards and digital astrology services.

Meanwhile, linear television remained the preferred platform for large-scale consumer campaigns, with exclusive advertising from brands including OpenAI and Cadbury.

The findings illustrate how IPL continues to be one of India’s most powerful advertising properties, offering brands a unique opportunity to combine mass reach with increasingly sophisticated audience targeting across multiple viewing environments.