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.