Dentsu has acquired the consolidated media mandate for the Indian Premier League (IPL) from the Tata Group following a multi-agency pitching process, according to industry insiders.
According to reports, the account size is about INR 180-220 crore. It is said that Publicis Groupe and Havas also participated in the pitch process.
TATA IPL 2026 had a total reach of more than 515 million viewers on linear TV and digital, due to two high-scoring games. With both games concluding in match-winning chases, the highly engaged audience watched for a total of 32.6 billion minutes, a 26% increase over the previous edition’s first two matches. CTV reach increased by 30%, while concurrency increased by 61%. On linear television, the first two matches of the 2026 edition had a 24% increase in TVR over prior seasons.
TAM Sports’ research of the first 31 matches indicates a smart segmentation of Indian advertising: while traditional linear TV remains the bastion of high-frequency FMCG companies, Connected TV has transformed into a strategic laboratory for high-intent IT services, AI, and automobile behemoths.
