JioStar–Nielsen study redefines cross-screen advertising during IPL 2025 – Indian Broadcasting World
Subscribe Now
For Broadcasting, OTT, Technology, Media & Entertainment Industry Latest News & updates
New Delhi, 25-November-2025, By IBW Team
JioStar in collaboration with Nielsen has unveiled the findings of its first-ever Cross-Screen Measurement Study conducted during TATA IPL 2025.
The study, which examined audience behaviour across Linear TV (LTV), Connected TV (CTV) and mobile, delivers unprecedented clarity on how consumers engage with live sports across platforms.
According to a Nielsen press release, evaluated the campaigns of five major brands across key sectors including carbonated beverages, consumer durables, automobiles, fintech and FMCG. This diverse brand mix ensured that results reflect both impulse-driven and high-consideration categories, making the findings broadly relevant for advertisers planning large-scale sports investments.
According to the study, the digital campaigns (covering CTV, mobile and other digital formats) were tagged for volumetric and reach reporting and calibrated against Nielsen demographics using JioStar’s first-party data. CTV co-viewing was corrected through co-viewing factors supplied by JioStar, while de-duplication across screens was derived using profile overlap analytics. A unified three-screen reach was then further de-duplicated against TV using survey-based measurement.
One of the most striking insights is the exceptionally low audience overlap of under 5 percent across LTV, CTV and mobile. This signals that each screen independently contributes to incremental reach, proving that cross-screen advertising on JioStar’s platforms offers unduplicated and highly efficient exposure for brands.
Calling the study a “game changer”, JioStar’s Chief Revenue Officer – Sports, Anup Govindan, said that the findings demonstrate with scientific precision how advertisers can expand reach during live sports without wastage. He added that the study establishes a blueprint for the future of sports advertising by combining scale, data science and technology to help brands meet business goals more effectively.
Akhil Parekh, Chief Product Officer at Nielsen, said the collaboration marks India’s first deduplicated cross-screen measurement initiative, offering advertisers a unified audience view at a time when media consumption is increasingly fragmented. He noted that the work sets new benchmarks for global markets as well, equipping brands with deeper insights to optimise their investments across TV and digital.
Among the notable outcomes, the study found that unified cross-screen media plans added 20 to 40 percent incremental reach across all categories and budget levels analysed. Advanced digital targeting further reduced duplication, in some cases bringing overlaps close to just 1 percent. This positions cross-screen planning as significantly more efficient compared to siloed strategies traditionally adopted by brands.
The measurement framework relied on Nielsen’s digital trackers, BARC television data and Nielsen’s proprietary de-duplication methodology, which combines analytics with available datasets to deliver a coherent audience picture. Since Nielsen’s India cross-media solution is yet to be introduced, this exercise was undertaken as a custom project for JioStar.
As live sports continues to be one of the most powerful real-time engagement drivers, this initiative marks a significant shift toward transparent, measurable and unified audience planning in India. It sets the stage for a new era of cross-platform brand storytelling backed by data, expanded in reach and optimised for stronger impact across screens.
Your email address will not be published. Required fields are marked *
SatCab symposium organized by Aavishkar Media Group is an annual event. It’s a well-informed event where we have a panel discussion on the current affairs and future forecasting on our industry.
BCS Ratna Award organized by Aavishkar Media Group is an annual event. In this award function, a community of our industry is honored by receiving the award for the contribution of their work.
Chetna Yatra organized by Aavishkar Media Group is an annual event. Held by Dr. AK Rastogi, Chairman of Aavishkar Media Group. Pilgrimage India in his car for connecting the people of our industry.
Imaan India Samman is an event mobilized by Aavishkar Media Group, which was launched in 2012. Giving the award to the NGOs for giving their contribution to society.
Subscribe Now
For Broadcasting, OTT, Technology, Media & Entertainment Industry Latest News & updates
“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”
“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”
“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”
“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”
Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!
currently on a sabbatical for a couple of weeks before he starts independent law practice in corporate law, taxation, and media law later this summer.
President- All India Aavishkar Dish Antenna Sangh
Chairman- Aavishkar Media Group
Editor in Chief- Aavishkar Publications
Copyright © 2020 | Powered By Indian Broadcasting World
Design By Aavishkar Media IT Team
Share this content:
Post Comment Cancel reply