The post Tata Group awards consolidated IPL media mandate to Dentsu appeared first on SportsMint Media. Dentsu has acquired the consolidated media mandate for the IPL from the Tata Group following a multi-agency pitching process. The post Tata Group awards consolidated IPL media mandate to Dentsu appeared first on SportsMint Media.
The post Tata Group awards consolidated IPL media mandate to Dentsu appeared first on SportsMint Media.
Dentsu has acquired the consolidated media mandate for the Indian Premier League (IPL) from the Tata Group following a multi-agency pitching process, according to industry insiders.
According to reports, the account size is about INR 180-220 crore. It is said that Publicis Groupe and Havas also participated in the pitch process.
TATA IPL 2026 had a total reach of more than 515 million viewers on linear TV and digital, due to two high-scoring games. With both games concluding in match-winning chases, the highly engaged audience watched for a total of 32.6 billion minutes, a 26% increase over the previous edition’s first two matches. CTV reach increased by 30%, while concurrency increased by 61%. On linear television, the first two matches of the 2026 edition had a 24% increase in TVR over prior seasons.
TAM Sports’ research of the first 31 matches indicates a smart segmentation of Indian advertising: while traditional linear TV remains the bastion of high-frequency FMCG companies, Connected TV has transformed into a strategic laboratory for high-intent IT services, AI, and automobile behemoths.
The post Tata Group awards consolidated IPL media mandate to Dentsu appeared first on SportsMint Media.
