Advertising rates for IPL 2026 are expected to go up by 10 to 20 percent across television and digital platforms. Industry sources told reporters this week that brands will need to pay more to reach cricket fans during the upcoming season.
Television ad rates could increase by 10 to 15 percent. Smart TV and OTT platform rates may go up by 20 percent. Last year, advertisers paid around ₹15 lakh for a 10-second TV spot during IPL matches. Smart TV ads cost about ₹7 lakh for the same duration.
Why Rates Are Going Up
The price increase comes after strong demand from advertisers in recent months. Karan Yadav, Chief Commercial Officer at JSW Sports, said brand enquiries have doubled compared to last season. Many advertisers who bought spots in 2025 are coming back this year.
Anup Govindan from JioStar said the advertiser mix has grown wider. More companies are looking at IPL as a long-term investment rather than a one-time buy. Long-term partnerships increased by 33 percent while premium partnerships went up by 15 to 20 percent.
Women’s Premier League numbers helped push IPL rates higher. Ad prices for the women’s league went up over 40 percent this year. Around 200 to 250 million people watched WPL matches. Sellers used these figures to justify asking more money for IPL slots.
Digital media ads are growing faster
Online platforms are getting steeper price jumps than regular television. Jio Hotstar got 44.9 crore views last IPL season. Over 500 million people use the app, which works in 11 languages. Smart TV and OTT ads help businesses show ads to people based on their age, location, and interests. Digital ads are more useful for advertisers because they can reach certain groups. Businesses can show different ads in different cities or to people of certain ages.
Prashant Joglekar from SportsBiznet said there is room for more growth if viewership goes up by another 10 to 20 percent. Many first-time cricket viewers are now watching on phones and smart TVs.
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Which Brands Are Buying
Companies from several sectors are booking ad spots for IPL 2026. FMCG brands, banks, fintech firms, and automobile companies remain the biggest spenders. Electric vehicle makers, jewellery brands, and AI companies are also buying space this year.
Chintan Shah from Sportz Interactive said WPL has become a commercial success in just its second season. The same pattern is helping IPL maintain strong advertiser interest.
The ICC Men’s T20 World Cup is scheduled right after the WPL in February 2026. Industry experts said this has not reduced interest in IPL advertising. Instead, brands are treating the period as an extended cricket season.
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What Advertisers Get
IPL remains one of the most-watched sports properties in India. The tournament features 10 teams and runs for nearly two months. Tata Group continues as the official sponsor.
Advertisers get access to a large audience across multiple platforms. TV still brings the biggest reach, while digital platforms offer better targeting. Mid-roll video ads, billboard placements, and feature spots are the main ad formats available.
Companies that advertised in 2025 made a lot of money. Companies come back every season because of the combination of reach and engagement. IPL is still the best way for brands to reach cricket fans, even though prices are going up.
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