Mumbai: In a landmark move for India’s advertising ecosystem, JioStar, in partnership with Nielsen, has released the findings of its first-ever Cross-Screen Measurement Study conducted during TATA IPL 2025. The study provides a unified view of how audiences consume live sports across Linear TV (LTV), Connected TV (CTV) and Mobile, offering advertisers unprecedented clarity on cross-screen reach and duplication.
Spanning campaigns of five leading brands across categories including carbonated beverages, consumer durables, automobiles, fintech and FMCG, the study brings together high-frequency and high-investment sectors to ensure wide applicability of insights. Leveraging Nielsen digital trackers, BARC television data and Nielsen’s proprietary deduplication methodology, the study establishes a true single view of audiences across screens.
One of the most significant findings is the notably low audience overlap of under 5% for ad views across platforms, reinforcing that each screen delivers unique and incremental reach. The data demonstrates that advertising on JioStar’s combined TV and digital ecosystem provides unduplicated audiences and maximised efficiency.
“This study is a game changer for advertisers,” said Anup Govindan, Chief Revenue Officer – Sports, JioStar. “For the first time, we can scientifically demonstrate how brands can drive incremental reach across live sports, without wastage or overlap. It’s proof that a cross-screen strategy on JioStar platforms can maximize efficiency and value for advertisers.”
He added, “This also serves as a blueprint for the future of sports advertising. JioStar is combining scale, science and technology to help brands meet their business objectives with precision and efficiency.”
Echoing the significance of the collaboration, Nielsen Chief Product Officer Akhil Parekh said: “We are proud to partner with JioStar on India’s first deduplicated cross-screen measurement study. This collaboration delivers unprecedented clarity on how audiences are reached across platforms, enabling brands to plan more effectively and optimize investments across television and digital. Together, we are setting new global benchmarks in India’s dynamic media ecosystem, empowering advertisers to make more informed decisions that drive stronger business outcomes.”
Key Findings of the Study:
- Audience overlap across LTV, CTV and mobile was fewer than 5%, demonstrating strong incremental reach.
- Cross-screen campaign planning added 20–40% incremental reach across all categories and budget levels.
- The results underscore the shift from siloed media planning to unified, data-driven strategies for live sports.
- The study offers a unified measurement framework that supports advertisers, broadcasters and digital platforms through greater transparency.
- Advanced targeting on digital platforms can potentially reduce duplication further, with overlap dropping to nearly ~1%.
The study encourages brands to adopt smarter, data-backed media strategies by clearly showing how each platform contributes to incremental reach. With these insights, advertisers can eliminate duplication, optimise spending and leverage the combined scale of television with the precision of digital.
As live sports continues to command massive, real-time audience attention, this initiative marks a significant leap in unified audience measurement. It sets the stage for the next phase of sports advertising—rooted in data, empowered by scale and optimised for performance.
