Mumbai: JioStar has released the findings of a comprehensive new study highlighting the powerful impact of sports advertising on consumer purchase behaviour during the TATA IPL 2025. The study, conducted by US-based analytics firm Aintu Inc., analysed offline sales data from over 4,400 retail stores across India, covering more than 40 brands across 15 FMCG categories.
The findings offer one of the strongest validations yet of sports advertising’s ability to drive measurable business outcomes. According to the study, FMCG brands that advertised on JioStar during IPL 2025 witnessed a consistent uplift in both sales volume and value. On average, brands recorded a 5.7% increase in sales value across FMCG segments.
Advertisers that adopted a cross-screen strategy—spanning both television and digital platforms—saw even stronger results, achieving a 6.3% uplift, compared to 5.3% for single-screen campaigns. The data also underscored the importance of advertising investment: brands spending over ₹10 crore delivered an 8.4% uplift, nearly double the 4.9% uplift seen among brands with lower spends.
Campaign format emerged as another key driver of performance. Advertisers using a combination of video and display formats achieved a 7.2% uplift, outperforming video-only campaigns, which delivered a 5.5% uplift.
Commenting on the findings, Anup Govindan, Head – Sports Sales, JioStar, said, “While sports has always been known for its ability to capture audiences at scale, its role today goes far beyond reach and awareness. The focus has shifted to driving impact and delivering measurable outcomes. This study clearly demonstrates how brands that partnered with JioStar during the TATA IPL 2025 not only connected with millions of viewers but also translated that engagement into real, quantifiable sales uplift.”
Industry leaders echoed similar sentiments on the effectiveness of sports-led advertising. Mayank Shah, Vice President, Parle Products, said, “IPL 2025 once again demonstrated how powerfully sport can shape consumer emotion and behaviour. For Parle, it created the right moment to engage fans who were fully tuned in, sharing, reacting, and naturally reaching for their favourite snacks. The season strengthened traction across our key brands from wafers to Marie and turned that cultural excitement into meaningful movement in brand preference and sales. It reaffirmed the impact of meeting consumers exactly when their enthusiasm is at its peak.”
Reacting to the study findings, Saurabh Gupta – Managing Director – Hamilton Sciences, said, “At Denver, we have always believed in the power of sports advertising to connect with consumers in moments of passion and excitement. That’s why we chose to partner with JioHotstar during IPL – the biggest sport-entertainment event, on the biggest media platform in the country. The results speak for themselves, reaffirming our belief in the impact of sports-led advertising. We’re talking about real impact here: advertising that sticks with people, builds genuine connection, and ultimately shifts behaviour. Nothing gets bigger than this. We’re thrilled with the outcomes and are already looking forward to taking this partnership to the next level in 2026.”
As sports continues to grow as one of India’s most influential cultural platforms, the study reinforces JioStar’s position as a preferred partner for brands seeking both scale and measurable ROI. With its combination of extensive reach, high engagement, and transparent performance measurement, JioStar is enabling advertisers to unlock sustained growth during marquee events like the IPL and beyond.
