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
Pluckk partners Pickleball Maharashtra Open 2026 as freshness partner
Event from 1 to 3 May in Mumbai to feature clean-label food and experience zone.
MUMBAI: Game, set, snack because even the fastest rallies need a fresh refill. Pluckk, a fresh food-focused digital brand, has been named the Official Freshness Partner for the Pickleball Maharashtra Open 2026, set to take place from 1 to 3 May at the Andheri Sports Complex in Mumbai. Organised by the Maharashtra Pickleball Association, the tournament brings together a growing community around one of India’s fastest-rising sports.
As part of the partnership, Pluckk will introduce an on-ground ‘Experience Zone’, offering athletes and attendees access to quick, clean and functional food options throughout the three-day event. The spread will include 100 per cent natural tender coconut water, cold-pressed juices and plant-based protein bars, all positioned as no-added-sugar, no-preservative alternatives.
The collaboration reflects a broader shift in sports culture, where nutrition is becoming as central as performance. Pickleball’s rapid rise from a niche pastime to a fitness-driven community sport has created space for brands to plug into lifestyle narratives beyond the game itself.
For Pluckk, the association is as much about visibility as it is about positioning. By embedding itself within an active sports ecosystem, the brand is pitching fresh, clean eating as a seamless extension of movement, recovery and everyday wellness.
With the Maharashtra Pickleball Association aiming to expand the sport’s reach and engagement, the addition of nutrition-led experiences adds another layer to the event’s appeal. And for players and spectators alike, the message is clear: staying energised on court now comes with a side of clean convenience.
