Late kick-offs drag FIFA World Cup 2026 TV ad volumes down 14% in India
Published on: July 3, 2026, 7:33 p.m. | Source: The Economic Times
The FIFA World Cup 2026 saw a significant drop in linear TV advertising in India, with unfavorable match timings and a paywall on ZEE5 impacting viewership. Connected TV, however, emerged as a winner, attracting a wider range of advertisers and brands due to its ability to target affluent, urban football fans. This shift highlights changing digital consumption habits among the sport's growing audience in India.
