JioStar, in collaboration with Nielsen, has announced the findings of its Cross-Screen Measurement Study, conducted during TATA IPL 2025. The study, spanning five brands, revealed insights into how audiences engage with live sports across Linear TV (LTV), Connect TV (CTV) and Mobile.

The study analysed campaigns across a number 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 was done using Digital campaigns (C/M/CTV) being tagged for volumetric and reach reporting. Reach was calibrated against Nielsen demos using first-party (Jiostar) data and corrected for CTV co-viewing using co-viewing factors provided by JioStar. De-duplication factors were derived from profile overlaps to create a unified 3-screen reach, further de-duplicated against TV using Survey.

The findings showcase an exceptionally low audience overlap of just <5 per cent, 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 maximise 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,” he added.

Said Nielsen Chief Product Officer, Akhil Parekh, commented: “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 optimise 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.”

Key Highlights:

• Fewer than 5 per cent of audiences overlapped across LTV, CTV and mobile, signifying strong incremental reach.
• Cross-screen media plans across digital and TV added a 20 to 40 per cent incremental reach across all analysed categories and budgets.
• Results highlight how brands can replace siloed planning with unified, data-driven approach to live sports advertising.

Advanced targeting on digital may further reduce duplication, demonstrating how smarter media planning can deliver even sharper efficiency with ~1 per cent overlap.

The study encourages advertisers to make smarter, data-driven decisions by clearly showing how each platform contributes to incremental reach. With these insights, brands can optimise their media spends, eliminate duplication and reduce wastage. By combining 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.

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. In absence of its India cross media measurement solution, Nielsen undertook it as a custom work for JioStar with available datasets

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 for impact.

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Tags: advertising, IPL, jiostar, nielsen, tata