TV Ads vs OTT Ads IPL 2026: Where Should Brands Invest for Better ROI?

You're probably asking yourself: Should we go with traditional TV ads or invest in OTT advertising? Maybe both?

Since IPL is right around the corner, it's a question we hear from almost every brand that we talk to. With a total viewership of approx 933 million across TV and OTT, IPL 2026 is all set to set new standards.

With shifts in audience behaviour, better targeting and measurement options, the IPL 2026 will see significant changes. And to make sure your brand comes out at the top on the other side, you’ll need a strategy that works specifically for you.

Excellent Publicity is a leading IPL advertising agency that has been curating media plans, strategising campaigns and executing them for over 14 years.

With our experience in Sports Advertising and as an industry insider, we are sharing this guide on TV Ads vs OTT Ads for IPL in 2026. Let’s jump into it right away.

IPL OTT Ads

IPL OTT ads are the advertisements that we see during IPL on OTT platforms. In 2026, when viewers watch IPL on JioHotstar, whether on their phones, tablets, or connected TVs, they're seeing OTT ads.

OTT ads are considered best for brands that want to get started with entry-level campaigns during IPL. They offer multiple ad formats, targeting options, and customisation that help you achieve high impact and no spillage.

As per recent data, IPL on OTT had a viewership of 438 million. Let's go over the most common types of IPL OTT ads in 2026.

Types of IPL OTT Ads

Video Ads

Video ads on JioHotstar during IPL are non-skippable commercials. appear as pre-roll (before the match) and mid-roll (during innings breaks or time-outs). These ads guarantee high visibility and focused attention during peak match moments.

When brands use them:

• For large-scale brand awareness campaigns
• During product launches or major announcements
• When targeting specific regions, languages, or audience segments
• To ensure strong recall through high-impact storytelling

Static Ads

Static ads are persistent on-screen placements such as banners, display ads, squeeze-ups, and L-bands. They appear around the live stream without disrupting the viewing experience. They offer a consistent brand presence throughout the match.

When brands use them:

• To maintain continuous visibility during the entire match
• As a cost-efficient reinforcement alongside video ads
• For reminder campaigns and tactical promotions
• When aiming for subtle yet repeated brand exposure

Interactive Ads

Interactive ads encourage viewers to actively participate with the ads. This can be done through polls, quizzes, swipe actions, or lead-generation forms while watching the match. These formats go beyond impressions by creating two-way engagement.

When brands use them:

• For lead generation and data collection
• To promote app downloads or website visits
• During contest-driven or engagement-heavy campaigns

OTT Sponsorship

OTT sponsorship integrates a brand directly into live match coverage. This is done through branded segments, in-studio mentions, or moment-based marketing. This creates a deeper brand association with premium IPL content and enhances recall.

When brands use it:

• To establish category leadership
• For long-term brand building
• When aiming for premium positioning
• To outshine competitors with stronger content integration rather than standalone ads

IPL OTT Advertising Cost

IPL OTT ads are very versatile, and the advertising cost depends on the type of advertising, ad format, and level of marketing.

At Excellent Publicity, we suggest brands looking to run IPL OTT ads should ideally start with a budget of 5 lakhs per match. While there are budget-friendly options as well, this budget range ensures a significant positive impact.

Now, if a brand is looking to target a much more premium audience with CTV, the ideal budget range should be around 10 lakhs.

To ensure that the right budget is allocated to the right medium, Excellent Publicity understands your target audience, brand objectives, and budget. Based on all these factors, a media plan is curated and executed to help you achieve your goals.

Again, all the above price ranges are determined by various factors, including demand, inventory availability, and target audience.

Why choose IPL OTT Advertisements?

Brands across industries and regions choose to invest in IPL OTT advertising on JioHotstar during the Indian Premier League for the following key reasons:

• Massive Yet Targeted Viewership: IPL on OTT has recorded around 438 million viewers, making it one of the largest digital sporting audiences in India. Despite the scale, ad delivery remains targeted and personalised based on brand objectives, ensuring reach without unnecessary spillover.
• Higher Share of Voice (SOV) & Impact: IPL OTT campaigns have consistently demonstrated multiple times growth in Share of Voice and overall impact year-on-year. The strong association with premium live content, combined with immersive ad formats, significantly enhances recall and brand lift.
• Multiple Ad Format: OTT offers diverse ad formats, including video ads, static placements, squeeze-ups, interactive ads, and more. This variety prevents creative fatigue and keeps viewers engaged with fresh brand experiences throughout the tournament.
• Non-Skippable Ad Inventory: IPL OTT ads are non-skippable, guaranteeing visibility. This increases the likelihood of meaningful engagement, including clicks, interactions, and lead submissions.
• Flexible Budget Opportunities: IPL OTT advertising offers scalable investment options, allowing both emerging brands and established enterprises to participate. With varied formats and packages, brands can align campaigns with their specific goals and budgets while maximising IPL’s peak-season reach.

IPL TV Ads

IPL TV Ads are commercials we see on linear TV during IPL matches. Since IPL 2026 will be shown on Star Sports, brands will run IPL TV ads with this broadcasting network. Advertising on television during the Indian Premier League continues to be the most powerful mass-media opportunity in the country.

With an average TVR of around 3.0 and an estimated reach of nearly 400 million viewers. IPL TV advertising offers unmatched national penetration. This is across urban and rural markets.

For brands seeking large-scale awareness in a short time span, IPL TV remains a high-impact platform.

To get started, there are two primary ways brands can leverage IPL TV advertising:

Types of IPL TV ads

Spot Buys

A spot buy means purchasing a fixed-duration commercial slot on the TV. This is typically 10, 20, or 30 seconds during live match telecasts. These ads are aired during innings breaks, strategic time-outs, over breaks, and other high-attention moments.

Excellent Publicity recommends buying at least 5 ad spots per match to ensure:

• Stronger frequency and recall
• Visibility across multiple key match moments
• Greater overall brand impact

Brands can opt for L-band advertising, a non-intrusive on-screen overlay format as well. It appears alongside the live match broadcast. This ensures continuous visibility without interrupting gameplay, increasing passive recall.

TV Sponsorship

IPL TV sponsorship goes beyond traditional commercial breaks. This is where you integrate the brand directly into match coverage. This format builds stronger recall by embedding the brand within premium IPL content.

Key sponsorship formats include:

• Moment Marketing: Branding during high-impact moments such as “Super Sixes” or “Strategic Time-Out.”
• Segment Sponsorship: Associating with pre-match analysis, toss coverage, mid-innings shows, or post-match presentations.
• In-Studio Engagement: Brand mentions and integration within expert discussions, presenter interactions, and on-ground activations.

These sponsorship opportunities are highly customizable. By becoming part of the content rather than appearing only during ad breaks, sponsorship ensures stronger engagement, deeper brand association, and long-term recall. 

IPL TV Advertising Cost 2026

The IPL TV Advertising cost depends on the spots you buy per match or the sponsorship deal between the brand and the broadcaster. To ensure that your brand actually gets the visibility on TV and makes an impact, it is recommended to buy at least 5 Spots per match.

Why Choose IPL TV Advertisements?

IPL is one of the biggest marketing platforms in India in 2026. With unmatched pan-India visibility, multilingual broadcasts (12+ languages), and massive audience engagement, IPL TV advertising delivers scale and impact that few other properties can match.

• Massive Reach: IPL TV ads reach approx 400 million viewers across urban and rural India. This ensures nationwide penetration within a short time frame, making it ideal for brands seeking rapid scale.
• High Engagement: IPL commands extraordinary viewer attention. Fans are emotionally invested in the matches, resulting in higher attentiveness, stronger ad recall, and deeper brand impact.
• Build Credibility: Advertising on premium and trusted networks like Star Sports enhances brand credibility. The association signals scale, stability, and leadership position.
• Mass-Level Branding: IPL TV ads are perfect for mass-level brands looking to create nationwide awareness and impact.

Multiple Targeting Options: While TV is a mass medium, IPL allows smart optimisation. Brands can choose language-specific channels for regional targeting or opt for HD channels to reach premium, urban audiences, offering flexibility within a large-scale platform

IPL TV ads vs IPL OTT ads: How to choose?

Both IPL TV ads and IPL OTT ads have their own advantages. The outcomes vary depending on execution, strategy, and the budget you allot

It is also to be noted that many brands also opt for TV ads and OTT ads simultaneously.

This has resulted in massive outcomes, where brands have seen:

• 2.5X Brand Awareness: The combined platform delivered 2.5 times higher brand awareness, significantly boosting brand salience at a national scale.
• 1.9X Brand Consideration: With deeper consumer engagement across touchpoints, advertising drove nearly double the lift in brand consideration.
• 1.4X Purchase Intent: These campaigns have contributed directly to performance outcomes, generating a 1.4 times increase in purchase intent.
• 1.7X Search Volume: Brands advertising during the season witness a strong uplift in search activity.

How Excellent Publicity Helps a Brand With IPL Ads?

As you can see, there are many factors to consider when choosing between TV and OTT advertisements.

You know your brand and its requirements. But understanding the IPL structure takes significant effort. And that is where Excellent Publicity helps you drive impact from the best IPL ad structure for your brand.

We suggest the best IPL advertisement format or a combination based on your requirements.

Not just TV and OTT ads. This includes team sponsorships, Airport advertising, Digital PR, official partner, in-person engagement and more.

IPL ads will give you the long-awaited reach, visibility, and conversion. But the only condition is to utilise the opportunity best suited for your brand objective.