Star India (JioHotstar) has emerged as the top advertiser on Connected TV (CTV) during IPL 2026, commanding a 35% share, according to the latest TAM Sports advertising report analysing the first 22 matches across CTV and Linear TV.

On CTV, the E-commerce media, entertainment, and social media category led with a 35% share, followed by E-commerce services (12%), smartphones (8%), cars (7%), and air conditioners (5%). Google ranked second among advertisers with a 20% share, while Havells India and Renault India held 4% each.

Linear TV, however, continued to be driven by traditional categories. Mouth Fresheners topped the chart with a 14% share, followed by E-commerce services (12%). Ecomm-wallets, corporate financial institutions, and paints accounted for 6% each.

Among advertisers on Linear TV, Google led with a 13% share, followed by Reliance Consumer Products at 9%. Vishnu Packaging and Havells India held 6% each, while K P Pan Foods accounted for 5%.

The report noted over 25 common categories and 20+ common advertisers across both platforms. Shared top categories included E-commerce media, entertainment, and social media and other services, mouth fresheners, cars, and paints, while key common advertisers were Star India, Google, Reliance Consumer Products, Havells India, and Vishnu Packaging.

At the same time, divergence remained pronounced. CTV-exclusive categories included smartphones, astrologers, fast food outlets, hotels, and credit cards, with advertisers such as Renault India, Tata Motors, and Astrotalk Services leading. Linear TV-exclusive categories included chocolates, jewellery, perfumes/deodorants, mortgage loans, and hair care, led by advertisers such as K P Pan Foods, Škoda Auto, Cadbury India, and Navi Technologies.

Overall, the data points to distinct platform strategies, with digital-first and platform-led advertising dominating CTV, while Linear TV continues to attract FMCG and mass-market categories.