FIFA World Cup 2026 linear TV ad volumes fall 14% in India as spends shift to CTV
Late kick-offs and a ZEE5 paywall dragged linear TV ad volumes down 14% for the tournament. Liquor (40%) and autos (36%) dominated linear, while CTV drew a more diversified advertiser mix spanning autos, soft drinks and jewellery. ATL/BTL spends could fall 50-60%, signaling shifting brand ad budgets for retail marketers.
FIFA World Cup 2026 linear TV ad volumes in India fell 14% due to late kick-offs and ZEE5 paywall. CTV drew diversified advertisers including automobiles, soft drinks and jewellery retailers, signaling shifting brand ad spends.