Despite a projected 1.1B viewer reach, JioStar is pricing IPL 2026 final inventory only 15% above league rates. CTV is the bright spot — reach up 25%, regional viewing up 42%, CPMs near ₹600 (+20% YoY) — but ad categories are down 22% and the advertiser base has shrunk 31%, leaving meaningful unsold inventory across TV and OTT.

Financial Express · BrandWagon · 5/28/2026, 7:13:02 PM