Late kick-offs drag FIFA World Cup 2026 TV ad volumes down 14% in India

The FIFA World Cup 2026 may have delivered footballing drama, but it proved to be a tougher sell for official broadcaster Zee Entertainment on linear television in India. Average advertising volumes per channel per match on linear TV fell 14% compared with the 2022 edition, according to a TAM Sports report, underscoring how match timings can significantly influence advertiser interest.

Unlike the Qatar World Cup, whose matches were played at viewer-friendly hours for Indian audiences, the 2026 tournament in the United States, Canada and Mexico came with a significant time-zone disadvantage.

The roughly 10.5-hour time difference between India and the US meant several marquee fixtures kicked off late at night or in the early hours, denting television viewership and, consequently, advertiser participation. TAM Sports said the time difference was one of the key factors behind the decline in advertising volumes.


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Industry executives said the 2026 edition also faced an additional headwind as the tournament streamed behind a paywall on ZEE5, unlike the 2022 edition, which was available free on JioCinema, now part of JioHotstar. The combination of a subscription barrier and unfavourable match timings likely weighed on both viewership and advertiser participation.

While traditional television struggled, Connected TV (CTV) emerged as the relative winner. Live sports consumption in India is increasingly shifting to digital platforms, which offer viewers the flexibility to watch content on demand and across devices.

Media buyers said CTV inventory for live sports is selling faster and commands a premium because it enables advertisers to reach affluent, high-value audiences with greater precision. Although linear TV continues to deliver unmatched scale for mass audiences, football's fan base in India is largely urban and affluent, making CTV the preferred platform for brands seeking targeted engagement.

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The report found that CTV attracted a wider pool of advertisers, categories and brands than linear TV. More than 10 categories, over 15 advertisers and more than 18 brands advertised on CTV, compared with over five categories, 10 advertisers and 15 brands on linear television.

The shift also reflects changing consumption habits among football fans in India. Unlike cricket, football audiences are concentrated among urban, digitally connected viewers, particularly in the 18-35 age group. CTV enables advertisers to target these consumers more effectively, making it an increasingly attractive platform despite football's relatively niche appeal.

The advertiser mix also differed sharply across platforms. Liquor brands dominated linear TV, accounting for 40% of ad volumes, followed by automobiles at 36%. On CTV, automobiles emerged as the largest category with a 25% share, followed by aerated soft drinks and jewellery retailers. Notably, the top five categories accounted for 93% of advertising on linear TV, compared with just 57% on CTV, pointing to a much more diversified advertiser base on connected television.

The digital platform also attracted exclusive advertisers and categories that did not feature on linear television. Aerated soft drinks, luggage, e-commerce education, health supplements and corporate branding were among the categories exclusive to CTV, while advertisers such as Pernod Ricard India, Eduauraa Technologies, Naturell India and Adidas advertised only on connected television.

Linear TV, in contrast, had no exclusive advertisers or categories during the first 62 matches analysed by TAM Sports. Eleven advertisers were common across both platforms.

According to TAM Sports data, the 2022 FIFA World Cup attracted 23 categories, 28 advertisers and 38 brands, highlighting the softer advertiser participation in this year's tournament.

The report analysed commercial ad duration during live-match breaks across seven linear TV channels and four CTV language feeds, excluding pre-, mid- and post-match programming, promos and broadcaster self-promotions.

The findings mirror the broader slowdown in marketing activity around the tournament. ET had earlier reported that the FIFA World Cup 2026 has been one of the most subdued editions in India, with little marketing buzz.

According to industry estimates, above-the-line (ATL) and below-the-line (BTL) marketing spends around this year's tournament were expected to decline by 50-60% compared with previous editions, as advertisers pulled back despite India's estimated 300 million football fans.

Despite the softer advertising environment, Zee Entertainment said it reached more than 100 million viewers across its digital, linear and social platforms during the tournament's opening weekend. ZEE5 attracted around 6 million viewers, while FIFA-related content generated more than 360 million social media views.