The viewership ratings and brand participation on linear television for the Indian Premier League (IPL) 2026 have experienced a significant decline during the first half of the season, according to data from BARC India and TAM Sports. The shift towards digital platforms, especially Connected TV (CTV), has had a noticeable impact on traditional television numbers. TV ratings have dropped by 18.8%, average viewership has decreased by 26%, and the total reach has contracted by 8.3%. The drop in Average Minute Audience (AMA) suggests that while viewers are still tuning in, they are spending less time watching matches on TV. Additionally, advertiser participation on linear TV has decreased by 31%, with a shift in category dynamics due to the absence of e-gaming companies. Despite the challenges on linear TV, digital platforms like JioStar have reported a strong performance with a combined digital reach of 515 million and total watch time of 32.6 billion minutes during the opening weekend. The softening of linear TV metrics could have implications for the IPL ecosystem’s valuation and future media rights negotiations post-2027, where digital is expected to surpass traditional television in value.
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