Sports
JioStar Kantar study reveals premium LTV cricket audience
64 per cent find TV brands more trustworthy, 65 per cent spend over Rs 30,000 monthly on credit cards.
MUMBAI: Cricket on linear TV isn’t just a game, it’s a goldmine disguised as a six-hitting spectacle. JioStar and Kantar today released the LTV Cricket Audience Insights study, offering a sharp look at the high-value viewers who tune in for cricket on traditional television. Commissioned ahead of a packed 2026 cricket calendar including the ongoing ICC Men’s T20 World Cup, TATA IPL 2026, and ICC Women’s T20 World Cup, the research highlights why this audience remains a prime target for advertisers.
The standout finding: 64 per cent of LTV cricket viewers strongly agree that brands advertising on the platform feel more trustworthy, creating a powerful “halo effect” that boosts credibility and brand building. Far from being casual fans, these viewers form a “premium-first” demographic with strong discretionary spending power and deep trust in televised ads.
Key numbers paint the picture:
Nearly 65 per cent own televisions larger than 50 inches, signalling a serious investment in premium home viewing.
65 per cent spend more than Rs 30,000 per month on credit cards.
55 per cent own vehicles priced above Rs 12 lakh.
72 per cent spend over Rs 3,000 monthly on e-commerce.
JioStar head of sales for Sports Anup Govindan said, “The insights reinforce that Linear TV remains an influential and trusted medium for brands to connect with high-value audiences. Cricket on TV is more than a sporting event, one that drives significant consumer action and brand credibility.”
Kantar South Asia, MD and chief client & solutions officer Soumya Mohanty added, “Our study proves that the LTV cricket audience is a powerhouse of consumption. For brands looking to move the needle during major tournaments, the combination of high spending capacity and the inherent trust in the LTV environment creates a unique window for high-impact engagement.”
In a media landscape crowded with digital noise, the data shows linear TV cricket still delivers a concentrated, affluent audience ready to spend and trust, the brands that show up during the big matches. For advertisers, it’s less about reaching everyone and more about reaching the right wallets at the right moment.
Sports
Faasos launches cricket-themed campaign with Coca-cola India
Slap Hand Freebie in Mumbai and Match Day Apology Cards in Chennai, Ahmedabad turn T20 viewing into a noisy ritual.
MUMBAI: Faasos just turned match-day madness into a menu item because when T20 fever hits, even your neighbours deserve an apology (and your wraps deserve a ritual). Faasos, in collaboration with Coca-cola India, has rolled out a playful cricket-themed campaign during the ongoing T20 season, celebrating the chaotic, emotional, superstition-laced way India watches the game. The initiative transforms everyday viewing into a shared, noisy celebration across homes, friend groups, and cities complete with city-specific executions that lean into the humour and high drama of live matches.
In Mumbai, Faasos introduced the Slap Hand Freebie, a fun, hand-shaped prop that lets fans express raw joy or frustration with a satisfying slap during big moments. In Chennai and Ahmedabad, deliveries come with a cheeky Match Day Apology Card, giving viewers a light-hearted way to say sorry in advance to partners, family, bosses, or neighbours for the shouting, jumping, and general lack of attention during the game.
Tapping into cricket’s famous superstitions from sitting in the same spot to performing the same actions Faasos launched Special Match Day Ritual Combos that encourage fans to order the same wrap and Coke every match, turning the meal into a “lucky” part of their viewing routine.
Rebel Foods (Faasos’ parent) CMO Nishant Kedia said, “Cricket in India, especially during the T20 season, is an emotional experience. We didn’t want to just ride the cricket wave. We wanted to celebrate the experience of the fans whether it is the noise, the nervousness, or the superstitions.”
The Coca-cola India tie-up adds prizes, fans stand a chance to win 24 match tickets, trophy keychains, signed cricket balls, and official merchandise with every eligible order during the campaign period.
Amplified by cricket-loving Instagram influencers capturing real-time reactions and fan behaviour, the campaign is live in Mumbai, Chennai, and Ahmedabad with tailored activations for each city.
In a season where every boundary sparks joy or despair, Faasos has cleverly slid itself into the ritual proving that sometimes the best way to enjoy the game is with a wrap in one hand, a Coke in the other, and an apology card ready for whoever’s sitting nearby.
