JioStar-Nielsen – TATA IPL 2025 study – MediaBrief

The study analyzed campaigns across a diverse set of categories such as carbonated beverages,  consumer durables, automobile, fintech and FMCG – spanning both high-frequency, impulse-driven  purchases and high-investment, consideration-heavy categories. This ensured that findings are  broad based and widely applicable across the advertiser landscape. 
The study leveraged Nielsen digital trackers, BARC television data and Nielsen proprietary deduplication methodology, which uses advanced analytics to deliver a true single view of  audiences. 
The findings showcase a notably low audience overlap of just <5% for advertisement views, indicating that each screen uniquely contributes to total reach. This underscores that advertising  across JioStar’s TV and Digital platforms delivers incremental and unduplicated audiences, enabling  brands to maximise impact and efficiency across screens. 
“This study is a game changer for advertisers,” said Anup Govindan, Chief Revenue Officer – Sports, JioStar. “For the first time, we can scientifically demonstrate how brands can drive  incremental reach across live sports, without wastage or overlap. It’s proof that a cross-screen  strategy on JioStar platforms can maximize efficiency and value for advertisers.” 
“This also serves as a blueprint for the future of sports advertising. JioStar is combining scale,  science and technology to help brands meet their business objectives with precision and  efficiency,” Govindan added. 
Nielsen Chief Product Officer Akhil Parekh, said, “We are proud to partner with JioStar on India’s  first deduplicated cross-screen measurement study. This collaboration delivers unprecedented  clarity on how audiences are reached across platforms, enabling brands to plan more effectively and  optimize investments across television and digital.
“Together, we are setting new global benchmarks  in India’s dynamic media ecosystem, empowering advertisers to make more informed decisions that drive stronger business outcomes,” Parekh said.
This study encourages advertisers to make smarter, data-driven decisions by clearly showing how  each platform contributes to incremental reach. With these insights, brands can optimize their  media spends, eliminate duplication and reduce wastage. By leveraging the scale of television with  the precision and targeting power of digital, advertisers can achieve greater efficiency, stronger  impact and more effective investment across platforms. 
As live sports continues to deliver massive scale and real-time engagement, this initiative marks a  pivotal step towards measurable, unified audience planning across screens. It sets the foundation  for the next era of brand storytelling, backed by data, powered by reach, and optimized

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