The top five categories accounted for 45 per cent of total ad volumes | Photo Credit: BIKAS DAS

After witnessing a strong start, TV ad volumes marginally dipped during the first 13 matches of the ongoing edition of the Indian Premier League compared to the corresponding number of matches in the previous edition, as per the latest data released by TAM Sports.

“Following a strong start, IPL 2026 recorded a marginal 3 per cent dip in ad volumes, based on the like-to-like comparison of the first 13 matches in both seasons, primarily impacted by a rain-abandoned match and comparatively lower ad intensity during the afternoon games,” TAM Sports, a division of TAM Media Research noted.

Starting Volume

The strong start was due to a 10 per cent rise in terms of ad volumes witnessed in the first four matches of the ongoing IPL season compared to the same phase in the previous season.

Meanwhile, the count of advertisers (over 45 ) and categories (over 40) was also lower in the first 13 matches of IPL 19 compared to a similar number of matches in the previous season. TAM Sports noted that there “was 22 per cent narrower category mix and 31 per cent fewer advertisers, reflecting a more concentrated, high intensity ad landscape.”

Google Top

Mouth Fresheners, E-commerce (Other services), wallets, paints and corporate financial institutions emerged as among the top categories in terms of share of ad volumes. “ Collectively, the top five categories accounted for 45 per cent of total ad volumes,” it added.

Google led the charts with 13 per cent share of the ad volumes across these 13 matches. Reliance Consumer Products, Vishnu Packaging, Havells India and KP Pan Foods were among the top five advertisers across these 13 matches in terms of ad share. “The top five advertisers in IPL 19 (13 matches) contributed nearly 40 per cent of the overall ad volumes, with Google taking the lead,” the report noted. 

Published on April 10, 2026