Connected TV Surges Ahead of Linear TV in FIFA 2026 Ads

WHO:

Social Samosa - United Spirits, Mahindra & Mahindra, Hero MotoCorp, Apple Computer India, Maruti Suzuki India, Pernod Ricard India, Kalyan Jewellers India, Eduauraa Technologies, Lenovo, Ceat India, Naturell (India).

WHAT:

Social Samosa - United Spirits led linear TV advertising with a 38% share, followed by Mahindra & Mahindra at 31%, Hero MotoCorp at 6%, Apple Computer India at 4%, and Maruti Suzuki India at 3%.

MediaNews4U - CTV attracted 52% more brands than linear TV during the FIFA World Cup 2026.

Adgully.com - CTV featured 12 exclusive categories and 15 exclusive advertisers, compared to one exclusive category and one exclusive advertiser on linear TV.

Adgully.com - The top five exclusive CTV categories included luggage, e-commerce education, laptops/notebooks, tyres, and vitamins/tonics/health supplements.

Adgully.com - The top five exclusive advertisers on CTV were Pernod Ricard India, Eduauraa Technologies, Lenovo, Ceat India, and Naturell (India).

Social Samosa - Advertising volumes on linear TV during the FIFA World Cup 2026 declined 4% overall compared to FIFA World Cup 2022.

MediaNews4U - CTV recorded 28 advertising categories, 31 advertisers, and 44 brands, while linear TV had 17 categories, 17 advertisers, and 29 brands.

Adgully.com - CTV hosted 31 distinct advertisers and 44 brands across 28 categories.

Social Samosa - Liquor was the largest advertising category on linear TV, accounting for 35% of ad volume.

MediaNews4U - The average ad volume per channel per match in the second half of the FIFA World Cup 2026 increased 53% compared to the first half.

Adgully.com - The top five advertisers accounted for 82% of ad volume on linear TV and 51% on CTV.

Social Samosa - Black Dog Soda led linear TV with a 23% share, while Black & White Non-Alcoholic Carbonated Beverages led CTV with a 14% share.

WHERE:

MediaNews4U - The analysis covers seven linear TV channels and four CTV language feeds.

WHEN:

Social Samosa - The report is based on 104 matches of the FIFA World Cup 2026 and 64 matches of the FIFA World Cup 2024.

Adgully.com - Linear TV ad volumes indexed at 96 relative to the FIFA World Cup 2022.

WHY:

MediaNews4U - The decline in linear TV ad volumes was moderated as advertiser participation strengthened during the tournament.

HOW:

Adgully.com - Zee expanded its sponsor lineup from 12 initial partners to over 22 brands by the quarter-finals of the FIFA World Cup 2026.

Adgully.com - The study monitored commercial breaks across 104 live matches, excluding shoulder programming and promotional spots.

In a significant shift in advertising trends, United Spirits led linear TV advertising with a 38% share during the FIFA World Cup 2026, followed by Mahindra & Mahindra at 31%. Meanwhile, connected TV, or CTV, attracted 52% more brands than linear TV, featuring 12 exclusive categories and 15 exclusive advertisers, including top names like Pernod Ricard India and Lenovo. Zee also expanded its sponsor lineup impressively, growing from 12 initial partners to over 22 brands by the quarter-finals of the tournament.