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IPL 2026 Ad Rates Skyrocket: Double-Digit Surge Expected
11 Jan
Summary
- IPL ad rates for 2026 are projected to climb 10-20% on linear and Smart TVs.
- Advertisers may shift budgets to IPL from the T20 World Cup due to its appeal.
- BFSI, auto, and real estate sectors are expected to fill sponsorship gaps.
Advertising rates for the Indian Premier League (IPL) in 2026 are poised for a substantial increase, with experts forecasting a 10-20% rise for both traditional and Smart TV advertising. This surge is driven by the IPL's consistent popularity and its strategic timing during the summer months, making it a prime advertising property.
Brands are expected to divert advertising budgets towards the IPL, especially in light of potential advertiser pushback on aggressive pricing for preceding events like the ICC Men's T20 World Cup. The IPL's all-match relevance to the Indian audience, unlike some mixed-interest World Cup fixtures, solidifies its appeal. Additionally, innovative advertising packages across digital and TV platforms are anticipated to enhance return on investment for brands.
Looking ahead to 2026, the sponsorship landscape is set to evolve. With the departure of real-money gaming companies, sectors such as BFSI, automotive, white goods, real estate, and e-commerce are expected to step in. Seasonal FMCG brands are also likely to increase their presence, capitalizing on the summer season. Furthermore, a growing preference for digital and connected TV (CTV) ads is noted, with expectations that the price gap between these and traditional TV will narrow.
