Mumbai: Linear television (LTV) continues to deliver high-value audiences and strong brand credibility for advertisers during marquee cricket tournaments, according to a new Cricket Audience Insights study released by JioStar and conducted by Kantar.
The research profiles the affluence signals and consumer behaviour of LTV cricket viewers, positioning them as a premium, high-spending segment with deep trust in televised advertising—an important finding for brands planning media investments around the ICC Men’s T20 World Cup 2026, TATA IPL 2026 and ICC Women’s T20 World Cup 2026.
Trust and ‘halo effect’ of TV
A central finding of the study is the psychological impact of television advertising. Nearly 64% of LTV cricket viewers strongly agree that brands advertising on linear TV are more trustworthy, suggesting a medium-led “halo effect” that enhances brand perception.
The research also links TV exposure to tangible consumer actions across both online and offline channels, reinforcing LTV’s role as a catalyst for engagement rather than just a reach medium.
Affluent, premium-first audience
The study characterises LTV cricket audiences as a high-discretionary-spend cohort with a clear preference for premium products and experiences:
- Large-screen households: About 65% own televisions larger than 50 inches, indicating investment in high-quality home entertainment.
- High credit card spend: 65% spend over ₹30,000 per month on credit cards.
- Premium auto ownership: 55% own vehicles priced above ₹12 lakh.
- E-commerce engagement: 72% spend more than ₹3,000 monthly online.
Together, these markers position LTV cricket viewers as a lucrative segment for categories such as automobiles, consumer durables, luxury goods, fintech and premium services.
Advertiser relevance amid crowded cricket calendar
“The insights reinforce that Linear TV remains an influential and trusted medium for brands to connect with high-value audiences,” said Anup Govindan, Head–Sales, Sports, JioStar. “Cricket on TV is more than a sporting event; it drives significant consumer action and brand credibility. With a full year of cricket ahead, the data gives advertisers confidence to leverage the unmatched reach and impact of Linear TV.”
Soumya Mohanty, MD and Chief Client & Solutions Officer, Kantar South Asia, added that the study demonstrates the LTV cricket audience is a “powerhouse of consumption”. “For brands looking to move the needle during major tournaments, the combination of high spending capacity and inherent trust in the LTV environment creates a unique window for high-impact engagement,” he said.
Implications for media strategy
The findings arrive as India’s sports broadcasting market undergoes rapid change, with digital streaming platforms gaining scale alongside traditional TV. JioStar’s study argues that linear TV retains distinct advantages for brand-building—particularly credibility, premium perception and co-viewing in large-screen environments—during mass live events such as cricket.
For advertisers, the report positions LTV cricket as a performance-plus-brand medium: capable of delivering both upper-funnel trust and lower-funnel action across commerce and mobility categories.
With multiple global tournaments and the IPL scheduled through 2026, the study suggests linear TV will remain central to media planning for brands targeting affluent, consumption-ready Indian households.
