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Auto, liquor and jewellery brands dominate FIFA World Cup 2026 ad spends: TAM Sports
Our read
CTV share climbs toward 30%+ as concentrated big-category spend pushes mid-tier advertisers off linear TV
For operators
Auto, liquor and jewellery categories dominate FIFA World Cup 2026 ad inventory with the top 5 categories capturing 93% of linear TV volume, so plan media buys around this concentrated competitive set and shift budget toward CTV where share has climbed to 24%.
Watch
Weekly CTV vs linear share deltas during tournament
The report,
TAM Sports data shows Mahindra & Mahindra topped FIFA World Cup 2026 advertising on CTV and United Spirits led linear TV, with auto, liquor, and jewellery (Kalyan's Candere) dominating ad volumes across formats.
Reported figures
From the report. Source details below
- 40% liquor category share
- 14% drop in linear TV ad volume
Other figures
- 24% CTV ad volume share
- 30% linear TV share
- 42% top brands volume
- 69% linear TV top 5
Why it matters for the brand
Concentration of spend among a handful of auto, liquor and jewellery advertisers on FIFA 2026 highlights CTV inventory and measurement capabilities as attractive acquisition or partnership targets as brands migrate budgets from linear TV.
What to track next
- CPM movement in top-5 categories
- Any ASCI/regulatory action on surrogate liquor ads
- New advertiser categories (fintech, gaming, D2C) entering the mix
- Broadcaster reported ad-revenue guidance
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Brands lock CTV inventory early to hedge against linear CPM inflation
- Broadcasters bundle linear+CTV packages to defend total ad revenue
- Auto and jewellery players push festive-timed World Cup creatives to capture dual-occasion demand
- Ad-tech vendors pitch cross-platform measurement solutions to fill currency gap
The counter-case
The case against this reading — not reported by the source.
The headline conflates 'ad volume' with 'ad spend'—TAM measures seconds/insertions, not rupees. A 14% linear volume slip could reflect fewer but higher-value spots, or simply category mix, not declining advertiser interest. FIFA World Cup 2026 hasn't happened (June-July 2026), so this data likely reflects early qualifier/promo campaigns or pre-booking, not the tournament's actual ad market. Concentration (top 5 = 93%) is normal for premium sports inventory and says nothing about growth. The CTV 'gain' at 24% share may just reflect measurement expansion rather than genuine budget migration.
The source
Published
First seen