Linear TV Ad Volumes Fall 14% As Connected TV Broadens Advertiser Base During FI ...
Advertising volumes on linear television during the FIFA World Cup 2026 fell by 14 per cent compared to the 2022 edition, while Connected TV (CTV) emerged as a more diverse advertising platform with a broader mix of categories, advertisers and brands, according to a TAM Sports report analysing the tournament's first 62 live matches.The report attributed the decline in linear TV advertising partly to the significant time-zone gap between India and the tournament hosts, the United States, compared with the 2022 FIFA World Cup in Qatar. According to TAM Sports, the average advertising volume per channel per match on linear television dropped to an index of 86, taking the FIFA World Cup 2022 as the benchmark index of 100. It noted that the US time difference of nearly 10 hours and 30 minutes, compared with roughly two-and-a-half hours for Qatar, may have been one of the factors contributing to lower advertising volumes.
The study examined commercial advertisements aired during breaks in all 62 live matches across seven linear television channels and four CTV language feeds. It excluded pre-match, mid-match and post-match programming, as well as promos, fillers, film trailers and broadcaster promotions.
While advertising inventory on linear television contracted, Connected TV recorded greater advertiser diversity. The report found that CTV featured a wider range of advertising categories, advertisers and brands than linear television during the tournament. More than 10 advertising categories appeared on CTV, compared with over five on linear TV. Likewise, CTV attracted more than 15 advertisers versus over 10 on linear TV, while more than 18 brands advertised on CTV compared with over 15 on linear television.
The advertiser mix also varied significantly across the two platforms.
On linear television, liquor accounted for the largest share of advertising volumes at 40 per cent. Cars followed with a 36 per cent share, while retail jewellers contributed 7 per cent. Toothpaste and perfumes/deodorants each represented 5 per cent of advertising volumes. Collectively, the top five categories made up 93 per cent of total advertising on linear TV, highlighting a highly concentrated advertiser base.
By comparison, the CTV advertising landscape was more evenly spread. Cars emerged as the leading category with a 25 per cent share, followed by aerated soft drinks at 12 per cent, retail jewellers at 11 per cent, liquor at 5 per cent and luggage at 4 per cent. Together, the top five categories accounted for only 57 per cent of total advertising volumes, reflecting broader participation across sectors. The report also identified eight advertising categories that were common to both platforms.
A similar trend was observed among advertisers.
On linear television, the top five advertisers accounted for 87 per cent of total advertising volumes, compared with 55 per cent on CTV. United Spirits was the leading advertiser on linear TV with a 40 per cent share, followed by Mahindra & Mahindra at 31 per cent. Maruti Suzuki India and Kalyan Jewellers India each contributed 6 per cent, while Vicco Laboratories accounted for 5 per cent.
On Connected TV, Mahindra & Mahindra ranked as the largest advertiser with a 23 per cent share, ahead of United Spirits at 17 per cent. Kalyan Jewellers India followed with 7 per cent, while Pernod Ricard India and Girnar Food & Beverages each contributed 4 per cent. The report identified 11 advertisers that were common to both platforms.
Brand concentration was also notably higher on linear television.
The top five brands accounted for 69 per cent of total advertising volumes on linear TV, compared with 42 per cent on CTV. Black Dog Soda emerged as the leading brand on linear television with a 31 per cent share, followed by Mahindra Thar Roxx (16 per cent), Mahindra XEV 9e (8 per cent), Johnnie Walker Luxe Blended Water (7 per cent) and Mahindra BE 6 (6 per cent).
On CTV, Black & White Non-Alcoholic Carbonated Beverages led with a 12 per cent share, followed by Mahindra Thar Roxx (10 per cent), Mahindra XEV 9E (9 per cent), Candere by Kalyan Jewellers (7 per cent) and Mahindra BE 6 (5 per cent). Mahindra Thar Roxx, Mahindra XEV 9E and Mahindra BE 6 featured among the leading brands on both platforms.
One of the report's key findings was the absence of exclusive categories or advertisers on linear television. In contrast, CTV recorded five exclusive advertising categories and four exclusive advertisers that did not appear on linear TV during the tournament.
The exclusive CTV categories included aerated soft drinks, luggage, e-commerce education, vitamins and health supplements, and corporate or brand image campaigns. Exclusive advertisers on CTV included Pernod Ricard India Pvt Ltd, Eduaura Technologies Pvt Ltd, Naturell (India) Pvt Ltd and Adidas.
The findings indicate that while traditional television continues to attract a high concentration of advertising from a relatively limited set of categories and large advertisers, Connected TV is increasingly positioning itself as a platform with broader advertiser participation and greater category diversification during marquee sporting events.
The TAM Sports report covered all 62 live matches of the FIFA World Cup 2026 and measured only commercial advertisements aired during match breaks across both linear television and Connected TV feeds.
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