The ICC Women’s T20 World Cup 2026 recorded a significant increase in advertising intensity on linear television, with ad volumes per match per channel rising 39% compared with the 2023 edition, according to the latest TAM Sports Advertising Report. 

While overall ad volumes during the 2026 tournament were 26% lower than in the 2024 edition, the decline was attributed to the Indian women's team not reaching the semi-finals. The higher ad intensity on a per-match basis, meanwhile, points to stronger advertising activity within the matches that were telecast. 

Key highlights:

• Ad volumes per match per channel during the ICC Women’s T20 World Cup 2026 were 39% higher than in 2023, indicating stronger advertising intensity 
• Matches featuring India generated 58% higher ad volumes than non-India matches.
• Aggregate ad volumes declined 26% compared with the 2024 edition, with the report attributing this to India’s women’s team not reaching the semi-finals.
• The number of advertisers grew 41%, from 22 in 2024 to 31 in 2026, while the number of advertising categories increased 13%, from 24 to 27.
• Among advertisers, Google led with a 16% ad volume share, followed by Coca-Cola India and Amway India Enterprises at 11% each. 
• Personal care/health and wellness products and biscuits led the 2026 category rankings with 15% each, while the top five categories together accounted for 63% of ad volumes, up from 48% in 2024.

The final also witnessed a 17% increase in ad intensity compared with the 2024 edition, while the semi-finals recorded an index of 117 against the 2024 baseline of 100.

Google emerged as the biggest advertiser in 2026, accounting for 16% of ad volumes, followed by Coca-Cola India and Amway India Enterprises at 11% each, Jindal Steel & Power at 9% and Policybazaar Insurance Brokers at 7%. There was no common advertiser among the top five in 2024 and 2026. The top five advertisers together accounted for 55% of ad volumes in 2026, compared with 48% in 2024.

A similar churn was evident at the brand level. Google Search Engine led the 2026 rankings with a 16% share, followed by Jindal Panther TMT Rebars at 9%, Policybazaar.com and HDFC Life at 7% each, and Thums Up at 6%. None of the top five brands from 2024 featured in the top five in 2026. The leading five brands contributed 45% of ad volumes in 2026, compared with 42% in 2024.

The advertiser base also expanded substantially. The number of advertising categories rose from 24 in 2024 to 27 in 2026, while the number of advertisers increased from 22 to 31, representing growth of 13% and 41%, respectively. The number of brands, however, remained broadly stable, moving from 40 to 39.

The category mix saw a marked shift between the two editions. Personal Care/Health & Wellness Products and Biscuits were the leading categories in 2026, each accounting for 15% of ad volumes. They were followed by Ecom-Other Services at 13%, Corporate-Financial Institute at 12% and Energy Drinks at 7%. Collectively, the top five categories accounted for 63% of ad volumes in 2026, up from 48% in 2024, indicating greater concentration among leading categories.

In terms of creative duration, 11–20 second spots remained the dominant format during commercial breaks, accounting for 53% of ad volumes in 2026. Ads of 21–40 seconds followed with a 33% share, while spots of 10 seconds or less accounted for 13%. Longer formats of 41 seconds and above represented just 1%.

Despite fewer matches and lower aggregate ad volumes than in 2024, the 2026 edition attracted a broader advertiser base and substantially higher advertising intensity per match, while also seeing a complete change in the brands and advertisers occupying the top ranks.

The analysis covered live matches across channels that telecast the tournament, excluding pre-, mid- and post-match programmes, as well as promos, fillers, film trailers, franchisee advertising and official broadcaster spots. TAM Sports recorded 23 matches across eight channels for the 2026 edition, compared with 33 matches across 20 channels in 2024.