The Indian Premier League is not just a battle between cricket teams. It is also one of the country’s biggest advertising arenas, where brands spend heavily to capture consumer attention through celebrity endorsements. But new data suggests that advertisers are beginning to play by different rules depending on where viewers are watching.
According to a report by TAM Sports, celebrity-endorsed advertising remained dominant on traditional television during IPL 2026, accounting for 61% of ad volumes. On Connected TV (CTV), however, celebrity-backed advertising made up only 49% of ad volumes, marking a 24% drop in share compared to linear television.
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