Cricket no longer lives only on television. It lives in the palm of the hand.
A fan may sit in front of a television during a high-voltage India vs Australia clash, but the real pulse of the game often beats on the phone. Score updates, player stats, memes, fantasy picks, opinion polls, and heated debates unfold simultaneously. This behavior, often called the “second screen effect,” has reshaped how audiences consume live sports. It has also reshaped how brands must think.
Dual viewing is no longer a fringe habit. It is the default.
Recent global studies indicate that more than 70 percent of sports viewers use a second device while watching live events. In India, the numbers are even stronger for cricket. A 2023 industry report suggested that over 80 percent of digital sports consumers check live stats, social media, or short video content during matches. The television remains the anchor. The smartphone has become the amplifier.
For brands, this duality presents a rare opportunity. Attention is not split. It is layered.
The Rise of the Dual Viewing Habit
Live sports create a unique tension. Every ball, every over, every review carries consequences. Fans crave context and validation. They want to confirm what they just saw, compare player numbers, and check what others are saying.
Second screen behavior typically includes:
- Checking live scores and detailed statistics
- Following commentary threads and expert analysis
- Participating in polls and quizzes
- Tracking fantasy team performance
- Sharing opinions on social platforms
In cricket, where matches can stretch for hours, this behavior intensifies. Test matches offer deep analytical engagement. T20s drive rapid bursts of reaction. The format changes, but the dual viewing instinct remains constant.
This is not distraction. It is participation.
Attention Is Not Divided. It Is Deepened.
Traditional media planning often assumes that a second device competes for attention. That assumption no longer holds true in live sports.
When a fan checks player stats on an app during a match, the action on television gains context. When a viewer reads expert insights during a strategic timeout, the next over carries more meaning. The second screen strengthens emotional investment.
Brands that understand this dynamic avoid interrupting the experience. They integrate into it.
For example:
- Contextual ads during key match moments see higher recall
- Interactive formats during innings breaks drive stronger engagement
- Data-backed storytelling enhances credibility
A Nielsen study found that campaigns aligned with live sports moments saw up to 30 percent higher brand recall compared to standard placements. The uplift becomes even more pronounced when combined with interactive digital touchpoints.
The implication is clear. The second screen creates a layered media environment where smart placement outperforms sheer volume.
Real-Time Relevance Is the New Premium
Cricket moves fast. Conversations move faster.
During a last-over thriller, fan reactions spike within seconds. Brands that respond in real time earn disproportionate visibility. But speed alone is not enough. Relevance defines success.
Real-time engagement must reflect:
- Match context
- Player performance
- Fan sentiment
- Platform behavior
A witty post after a hat-trick, a data-led creative after a record-breaking innings, or a contextual offer during a strategic timeout feels organic. A generic promotion feels intrusive.
Second screen platforms offer the advantage of immediacy. They allow brands to adapt creative assets within minutes. Television cannot match that agility.
This is where the integration between broadcast and digital becomes critical.
Data Is the Differentiator
The second screen is not just another media channel. It is a data-rich ecosystem.
Every tap, scroll, and click tells a story.
Sports apps and digital platforms capture behavioral signals such as:
- Preferred teams and players
- Match engagement duration
- Content format preference
- Fantasy participation
- Purchase intent indicators
When brands leverage these insights responsibly, they move from broad targeting to precision engagement.
Consider the difference:
- A generic beverage ad during a match
- A hydration-focused message targeting users engaging heavily during afternoon fixtures
- A performance-oriented creative aimed at fantasy players tracking player stats
The message shifts from awareness to alignment.
According to industry benchmarks, targeted digital sports campaigns can improve click-through rates by 40 percent compared to non-contextual campaigns. The second screen provides the signals required to achieve that lift.
Interactive Formats Drive Participation
Passive advertising struggles in an environment built on interaction.
Second screen platforms thrive on:
- Polls
- Prediction games
- Trivia challenges
- Fantasy contests
- Leaderboards
Brands that integrate into these formats benefit from active participation rather than passive exposure.
For example:
- A fintech brand sponsoring a “Win Predictor” poll
- A consumer electronics brand backing a “Player of the Match” voting feature
- A quick commerce platform enabling in-app snack delivery prompts during innings breaks
These integrations do more than display logos. They create brand association with moments of decision and excitement.
Participation builds memory.
Short Video and Snackable Content
The second screen effect extends beyond stats and commentary. Short video has become a central layer of match engagement.
Clips of boundaries, catches, crowd reactions, and player celebrations circulate within minutes. Viewers often consume these snippets even while the live broadcast continues.
Brands can plug into this behavior by:
- Creating co-branded highlight reels
- Sponsoring “moment recaps”
- Running branded reaction segments
- Collaborating with sports creators for quick analysis
Short-form content aligns with the rhythm of T20 cricket in particular. It mirrors the pace of the format.
The key lies in respecting fan intelligence. Cricket audiences value authenticity. Overly scripted messaging fails quickly in this environment.
The Fantasy Sports Multiplier
Fantasy participation adds another dimension to dual viewing.
Fantasy players watch matches differently. Every run, wicket, and catch affects their leaderboard position. Their second screen engagement is intense and sustained.
This audience segment tends to:
- Spend more time on sports apps
- Check player stats more frequently
- Engage deeply with performance data
- React strongly to momentum shifts
For brands, this segment offers high intent and high engagement.
Targeted campaigns during fantasy lock-in windows or transfer deadlines can drive meaningful action. Financial services, gaming peripherals, performance beverages, and telecom brands often see strong traction within this cohort.
The emotional investment of fantasy players amplifies brand recall.
Measuring What Matters
The second screen environment allows for more granular measurement compared to traditional broadcast metrics.
Beyond impressions, brands can track:
- Engagement rate
- Time spent
- Click-through rate
- Conversion rate
- Post-match retention
Attribution improves when digital layers complement television campaigns.
A brand that runs synchronized creatives across TV and second screen platforms can assess incremental impact.
Did app engagement spike during a televised ad break? Did poll participation increase after a branded mention on broadcast?
Cross-platform coordination provides clearer answers.
Industry data suggests that synchronized TV and digital campaigns during major cricket tournaments can improve overall campaign effectiveness by 20 to 25 percent compared to isolated channel strategies.
Balancing Visibility and Value
The temptation during marquee tournaments is to dominate visibility. However, second screen users reward value over volume.
Effective strategies focus on:
- Contextual integration rather than constant presence
- Interactive engagement rather than static display
- Data-driven personalization rather than mass messaging
- Timely relevance rather than forced insertion
Brands that respect fan space build long-term equity.
Cricket fandom in India carries deep emotional weight. Advertising that enhances the viewing experience earns goodwill. Advertising that disrupts it faces immediate backlash.
Preparing for What Comes Next
Second screen behavior will only intensify.
Faster mobile networks, real-time analytics, and AI-powered personalization will refine targeting further. Connected TV integration will tighten the loop between broadcast and digital engagement.
However, the fundamental principle will remain unchanged. Fans seek connection, context, and community.
Brands must operate within that ecosystem rather than outside it.
Key priorities for the future include:
- Stronger broadcast-digital alignment
- Real-time creative capabilities
- Investment in audience analytics
- Partnerships with sports platforms that understand fan behavior
- A focus on measurable engagement over vanity metrics
Cricket continues to evolve in format and reach. Consumption patterns evolve alongside it.
Conclusion
The second screen effect has redefined how cricket fans experience the game and how brands must respond to it. Television delivers, but digital layers add context, interaction, and measurable engagement. Dual viewing strengthens involvement rather than splitting attention. Brands that align with match moments, use data intelligently, and prioritize relevance over noise will earn stronger recall and deeper loyalty in an increasingly connected sports ecosystem.
