Cross screen IPL campaigns validated by JioStar Nielsen cross screen study findings

JioStar has released new measurement insights for sports advertisers following a collaborative project with Nielsen during TATA IPL 2025. The JioStar Nielsen cross screen study examined how viewers engaged with live cricket across linear television, connected television and mobile, offering a combined view of reach for brands using multiple screens.

Positioned as a first of its kind initiative in India, the cross screen measurement study covered campaigns for five leading brands across categories such as carbonated beverages, consumer durables, automobiles, fintech and fast moving consumer goods. The mix included both high frequency impulse driven purchases and high value, consideration heavy products to ensure the findings were relevant to a broad range of advertisers.

The study drew on Nielsen digital trackers, BARC television data and Nielsen’s proprietary deduplication methodology, which uses advanced analytics to build a single view of audiences across platforms. The result is a dataset that aims to quantify actual overlap rather than relying on assumptions.

One of the headline findings is that fewer than 5 percent of audiences overlapped across linear TV, connected TV and mobile for advertisement views. This low duplication suggests that each screen contributes distinct reach, making cross screen plans particularly powerful for live sports.

For campaigns that combined digital and television, the study reports an incremental reach uplift of 20 to 40 percent across all analysed categories and budgets. The results encourage advertisers to move away from siloed planning and toward unified strategies that treat live sports audiences as a shared asset across platforms.

The analysis also indicates that advanced digital targeting can further reduce duplication, with overlap dropping toward 1 percent in some scenarios. This points to a future in which smarter media planning can deliver higher efficiency by limiting waste while still expanding reach.

Anup Govindan, chief revenue officer for sports at JioStar, calls the work a game changer, noting that it offers scientific proof of incremental reach across live sports screens without unnecessary overlap. He frames it as a blueprint for the next phase of sports advertising, combining scale, data and technology to help brands meet business objectives with precision.

Nielsen chief product officer Akhil Parekh says the collaboration sets new benchmarks in India’s media ecosystem by clarifying how audiences are reached across platforms and helping brands plan and optimise investments more effectively.

Key highlights from the study include a unified framework that benefits advertisers, broadcasters and digital platforms by improving clarity and transparency. The findings show how each platform adds to incremental reach and encourage more data driven decision making. By pairing the scale of television with the targeting capabilities of digital, advertisers can reduce duplication, improve efficiency and push toward more measurable, unified audience planning for live sports.

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