Auto, liquor and jewellery brands dominate FIFA World Cup 2026 ad spends: TAM Sports
Mahindra & Mahindra led CTV ad volumes while United Spirits topped linear TV for FIFA World Cup 2026. Auto, liquor and jewellery categories drove spends, with top 5 categories taking 93% of linear TV volume. Linear TV ad volume slipped 14% as CTV gained share.
What happened
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
Key facts
- 24% CTV ad volume share
- 30% linear TV share
- 42% top brands volume
- 40% liquor category share
- 69% linear TV top 5
- 93% top 5 categories LTV
- 57% CTV
- 14% drop in linear TV ad volume
- $60 million
Why this matters
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 watch
- Weekly CTV vs linear share deltas during tournament
- 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
- 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