JioStar and Nielsen have unveiled a detailed Cross-Screen Measurement Study analyzing how viewers engaged with TATA IPL 2025 across Linear TV, Connected TV (CTV), and mobile platforms. Covering campaigns from five major brands across categories such as automobiles, consumer durables, carbonated beverages, fintech, and FMCG, the study aimed to decode cross-platform behaviour and quantify true unduplicated reach for advertisers.
Using Nielsen’s digital trackers, BARC’s television data, and Nielsen’s advanced deduplication methodology, the study found that advertising exposure overlap across TV, CTV, and mobile was under 5 percent. This indicates that each screen independently contributes to incremental audience growth rather than cannibalizing viewership across platforms.
Anup Govindan, CRO – Sports at JioStar, said the findings offer advertisers clearer direction on maximizing incremental reach across TV and digital. Nielsen’s Chief Product Officer, Akhil Parekh, added that the collaboration will help brands plan more effectively by understanding each platform’s weight in total audience delivery.
Key highlights include:
- <5% audience overlap across all three screens.
- 20–40% incremental reach added when combining TV and digital in campaigns.
- Unified cross-screen planning reduces duplication significantly compared to siloed strategies.
- Digital’s advanced targeting can push overlap as low as 1% in certain scenarios.
- The framework helps advertisers and broadcasters understand real, deduplicated audience delivery.
The report also emphasizes that live sports-especially IPL-continues to deliver massive real-time engagement, making cross-screen measurement crucial for future media planning and smarter budget allocation.
