The final ball may have been bowled, but the debate around IPL 2026's effectiveness as a marketing platform is only beginning. Data from BARC India and TAM Sports shows that the number of brands advertising on linear television during the first half of the season dropped by around 31 percent compared to last edition, average television audiences declined by 26% this season, falling from around 10.6 million to 7.8 million viewers per match, while overall TV ratings dropped 18.8%. Yet, the picture