iWorld
JioStar–Nielsen study reveals breakthrough cross-screen reach in live sports
MUMBAI: In a landmark moment for the advertising industry, JioStar, in partnership with Nielsen, has unveiled a first-of-its-kind cross-screen measurement studyanalysing how audiences engaged with Tata IPL 2025 across linear TV, connected TV and mobile. The groundbreaking insights promise to reshape the way advertisers plan, measure and invest in live sports.
The study, conducted across five major brands spanning carbonated beverages, consumer durables, automotive, fintech and FMCG, captures a wide spectrum of consumer behaviour, from impulse-led purchases to high-consideration categories. This diversity ensures that the findings are broadly representative and relevant to advertisers across sectors.
Using Nielsen digital trackers, Barc television data and Nielsen’s proprietary deduplication methodology, the study creates a true single-view of audiences across platforms, a long-awaited milestone in India’s evolving media landscape.
The results are striking. Audience overlap across linear TV, CTV and mobile stood at less than five per cent, confirming that each screen adds uniquely to total campaign reach. The findings show that brands advertising across both JioStar’s television and digital platforms can gain significant incremental visibility without duplication or wastage.
The study also reveals that unified cross-screen media plans delivered 20 to 40 per cent incremental reach across categories and budgets. In doing so, it demonstrates how fragmented, siloed planning can now be replaced with a holistic, data-driven framework that benefits advertisers, broadcasters and digital platforms alike.
Calling the research “a game changer,” JioStar chief revenue officer – sports Anup Govindan, noted that it offers the first scientific proof of how brands can drive incremental reach in live sports by combining scale with precision. He described the initiative as a blueprint for the next era of advertising, powered by robust data and advanced measurement.
Nielsen chief product officer Akhil Parekh, added that the collaboration sets new global benchmarks by offering unprecedented clarity on cross-platform reach. He said the findings will help brands plan more effectively, optimise investments and drive stronger business outcomes across television and digital.
The insights further show that advanced digital targeting can reduce duplication even more sharply, at times bringing overlap down to around one per cent: evidence of how intelligent media planning can enhance efficiency.
Overall, the study encourages advertisers to embrace unified planning by demonstrating that when television’s unmatched scale is paired with digital’s precision, brands can achieve stronger impact, greater efficiency and more effective return on investment.
iWorld
Hari Om OTT premieres Bhagwan Jhulelal Sai series
First devotional show on Jhulelal Sai streams in Sindhi and Hindi.
MUMBAI: Hari Om OTT just turned the tide for devotional dramas because when Jhulelal Sai steps onto the small screen, even the waves start streaming in two languages. Hari Om OTT, India’s leading devotional streaming platform launched in June 2024, has premiered Bhagwan Jhulelal Sai, a milestone series that marks the first-ever show dedicated to the revered deity of the Sindhi community. The show, starring Manish Raisinghani as Jhulelal Sai / Varun Dev and Parag Tyagi as Mirkh Shah, launched on Jhulelal Jayanti and is available in both Sindhi and Hindi.
The series chronicles the life, journey and teachings of Bhagwan Jhulelal Sai, blending mythology with historical elements to deliver an authentic and inspiring narrative for global audiences.
Manish Raisinghani said, “Portraying Jhulelal Sai and Varun Dev was not just a role, it was a spiritual journey and a moment of immense pride for my family and community. This one holds a special place in my heart, especially since the show is coming in our very own Sindhi language as well.”
Parag Tyagi added, “Jhulelal Sai is the first-ever show that beautifully blends mythology with history. Hari Om has achieved something truly special by bringing the stories of our gods and goddesses to audiences in their authentic language.”
Hari Om OTT CEO Avinash Dugar said, “With Bhagwan Jhulelal Sai, we’re excited to share this inspiring story with the Sindhi community and beyond. We will continue to showcase the stories of Indian culture and Sanatan Dharma to the world, presented in their own language.”
The premiere builds on Hari Om OTT’s track record of acclaimed devotional titles including Mata Lakshmi, Jai Jagannath, Shri Tirupati Balaji, Mata Saraswati and Chandra Dev, all focused on celebrating India’s cultural and spiritual legacy through high-quality storytelling.
In a streaming landscape crowded with fiction, Hari Om OTT is quietly proving that the most powerful stories aren’t made up, they’re the ones that have already inspired generations, now delivered straight to your screen in the language of devotion. Bhagwan Jhulelal Sai is now streaming on Hari Om OTT.
