As the 2026 edition of the Indian Premier League (IPL) kicks off in Bengaluru on March 28, television advertising rates are up by 25-30 per cent compared to 2025. The higher ad rates are largely led by demand around Smart TV or Connected TV (CTV) slots, which offer a more interactive experience compared to linear TV.

Ad rates in terms of first ask have increased by 20 per cent for CTV to around ₹600 cost per mille (CPM), whereas linear TV ad rates went up 10 per cent from last year’s rates of ₹18-28 lakh, as per Nitro Commerce.

“While inventory volume is soaring, standard entry cost remains surprisingly stagnant. Even with targeting at ₹300 or premium CTV at ₹600, the “commodity” ad space is no longer the primary battlefield,” said Umair Mohammed, founder CEO of Nitro Commerce.

Targeted reach

Advertisers prefer CTV over linear TV as it helps them reach a specific target audience. Linear TV, while more expensive in absolute terms, reaches an unsegregated audience, resulting in a lot of media spend wastage, according to experts.

“Linear TV reaches everyone from metros to remote villages. CTV, by comparison, filters a more top-tier audience – consumers with broadband connections. So, a luxury brand may prefer to buy a more affluent audience via CTV,” said Lloyd Mathias, a business strategist.

Audience Focus

Modern brands focus on “moment marketing” like DRS, tickers, or the Super 4s and 6s. These slots capture peak psychological attention when viewers are most emotionally invested. In this regard, CTV is more measurable with hard digital data as opposed to Linear TV, which relies on TRP numbers.

“CTV offers the premium audience which Jio has been itching to leverage. Also, CTV is where the real battle for content is between Amazon, Netflix, Sony and Jio,” said Ajimon Francis, Managing Director at Brand Finance India.

Ultimately, IPL remains a “Go Big or Go Home” arena, said Mohammed. The real financial weight lies in the massive ₹100–150 crore sponsorship deals. On Thursday, JioStar announced 27 sponsors for 2026 with Google, Campa and Havells & Lloyd as the co-presenting sponsors.

Published on March 27, 2026