The IPL 2026 season is showing clear signs of cooling off commercially, with both audiences and advertisers pulling back compared to previous editions.

Television ratings have dropped from 4.57 to 3.71, an 18.8% decline year on year, while average viewership has fallen sharply by 26%. Total reach has also slipped from 123.96 million to 113.61 million, marking an 8.3% decrease.

The decline is not limited to screens alone.

Advertiser interest has taken a noticeable knock, with brand participation dropping from 65 plus to around 45 plus. In total, 44 brands have exited the tournament, while only 24 new brands have entered the ecosystem this season.

The numbers suggest a shift in momentum for a league that has long dominated the global cricket economy.

Is this a temporary dip, or a sign of a shifting IPL landscape?

Source: Reuters