Mumbai: JioStar has released new insights from BARC | Nielsen One Ads, a cross-screen measurement solution deployed during the ICC Men’s T20 World Cup 2026, underscoring the growing effectiveness of integrated television and digital advertising strategies in India.
The findings mark a significant milestone for the country’s advertising ecosystem, revealing that cross-platform audience duplication remained under 10% across all campaigns. This indicates that television and digital platforms are largely reaching distinct audience groups, enabling advertisers to achieve incremental reach without significant overlap.
According to the study, digital platforms are playing a crucial role in extending campaign reach beyond television, while also enabling more precise audience targeting across devices. The data further highlights that cross-screen duplication remains limited, reinforcing the complementary nature of television and digital media in delivering unified campaign outcomes.
Together, these insights demonstrate how advertisers can effectively build a deduplicated four-screen audience strategy—combining the scale of television with the precision and targeting capabilities of digital platforms.
“The ICC Men’s T20 World Cup 2026 has once again demonstrated the power of scale in live sports, and these findings take it a step further by quantifying how that scale translates across screens,” said Anup Govindan, Head of Sales, Sports, JioStar. “With less than 10% duplication, we now have clear, measurable evidence of how integrated planning delivers both efficiency and impact for advertisers. As we look ahead to IPL 2026, this sets a strong foundation for brands to plan with greater confidence, leveraging cross-screen strategies to maximise reach and effectiveness at scale.”
As media consumption becomes increasingly fragmented across devices and platforms, the need for unified measurement solutions is gaining importance. The BARC | Nielsen One Ads framework integrates linear television data with digital measurement across connected TV, mobile, and desktop, offering advertisers a single, deduplicated view of campaign reach and frequency.
The insights from the ICC Men’s T20 World Cup 2026 are expected to shape future advertising strategies, particularly as brands prepare for upcoming marquee events such as IPL 2026. JioStar, along with BARC India and Nielsen, is expected to continue advancing cross-platform measurement capabilities to support a more transparent, efficient, and accountable advertising ecosystem in India.
