What’s wrong: India’s linear TV struggled to monetise the World Cup as odd match timings and a paywall cut viewership, per TAM Sports.
The Headline Number
- Average ad volume per channel per match on linear TV dropped 14% versus FIFA World Cup 2022.
- On an indexed basis, volume fell from 100 in 2022 to 86 in 2026.
Why It Happened
- The India-US time gap of roughly 10 hours 30 minutes (versus 2.5 hours in Qatar 2022) pushed matches into late-night and early-morning slots.
- ZEE5 placed matches behind a paywall, unlike JioCinema’s free streaming in 2022, shrinking mass reach.
CTV Was the Bright Spot
- Connected TV pulled a broader mix: over 10 categories, 15+ advertisers, and 18+ brands versus linear TV’s thinner roster.
- CTV drew exclusive categories like aerated soft drinks, luggage, health supplements, and ed-tech.
Who Advertised on Linear TV
- Liquor led with 40% of ad volumes, followed by cars (36%), jewellers (7%), toothpaste (5%), and deodorants (5%).
- United Spirits topped advertisers (40%), then Mahindra & Mahindra (31%); Black Dog Soda was the No. 1 brand at 31%.
Who Advertised on CTV
- Mahindra & Mahindra led (23%), followed by United Spirits (17%) and Kalyan Jewellers (7%).
- Top five advertisers held 87% of linear volumes but just 55% on CTV, showing a wider spread.
The Bigger Picture
- Total India marketing spend around the tournament may fall 50-60% versus prior editions.
- The shift signals younger urban fans (18 to 35) are moving to streaming and CTV for football.
