Mumbai: JioCinema, the Official Digital Streaming Partner of TATA IPL 2024, unveiled a groundbreaking neuroscience study gauging viewer responses to TATA IPL ads. The research underscores high engagement and purchase intent from ads on JioCinema across Connected TV (CTV) and mobile platforms.
In 2024, JioCinema’s digital streaming milestone saw 28 sponsors and 1,400 advertisers, highlighting its popularity. During TATA IPL 2024, JioCinema hit a streaming viewership record of 620 million, thanks to engaging cricket matches and well-placed ads.
JioCinema utilized EEG brain mapping devices to conduct a neuroscience study measuring key metrics like distraction levels, mental effort needed to recall ads, changes in brand equity, and purchase intent. Participants viewed their favorite teams’ matches and ads on JioCinema, Linear TV, and YouTube to gather comparative data.
Large Screen (CTV):
Viewers displayed much more attentive ad viewing, 1.2 times higher than LTV and YouTube CTV.
Brand equity increased by 1.5 times compared to LTV and doubled compared to YouTube CTV.
Small Screen (Mobile):
Viewers were significantly more attentive to ads, 1.2 times higher than YouTube on mobile.
Brand equity increased by 1.2 times compared to YouTube on mobile.
The study highlights the strong advertising impact on JioCinema, providing an excellent chance for advertisers to reach a highly engaged audience. JioCinema’s ads stand out by capturing attention effectively, boosting brand equity, and enhancing purchase intent better than other platforms.
Shikher Chaudhary, Cognitive Neuroscientist and Director of Neurons India, who worked with JioCinema to conduct this study, said, “The effectiveness of ads and how motivating it is to consumers is dependent not only on the creative narrative of the ad but also the scenario in which consumers encounter it. Here we see that the platform has a significant effect on purchase intent, by advertising on JioCinema allows for something called the Halo effect, in which the goodwill garnered by the goodness and new-age features of the platform transfers onto the ads, boosting reception to the brands as a result.”
Viacom18 Sports Head of Revenue Anup Govindan said, “Our recent experiment has demonstrated that advertising on our platform significantly outperforms other platforms both on large and small screens, in terms of brand equity and purchase intent. Brands that leverage our platform see a more profound impact, with higher engagement and stronger consumer connections. This proves that our unique approach and advanced targeting capabilities provide a superior advertising environment. We’re excited to help more brands achieve these exceptional results and drive their business growth to new heights.”
Advertising on JioCinema will be a mainstay for brands seeking consumer engagement, given the proven benefits of association. Being the Official Digital Streaming Partner of TATA IPL 2024 ensures JioCinema’s innovative cricket viewing experience.
