JioStar has released a new study on Linear TV (LTV) cricket audiences, revealing that 64 percent of viewers strongly believe brands advertising on television are more trustworthy. The research, conducted by Kantar, highlights the growing influence of televised cricket on consumer behaviour and brand perception, offering key insights for advertisers ahead of major cricket tournaments.

According to a press release issued by JioStar, the LTV Cricket Audience Insights study examines affluence indicators and consumption patterns among Linear TV cricket viewers. The research provides a detailed understanding of how television advertising drives both online and offline consumer engagement, positioning LTV as a powerful platform for brand building and audience connection.

The study underlines the psychological impact of television advertising, suggesting a strong “halo effect” where the credibility of the platform enhances trust in advertised brands. It also indicates that LTV cricket viewers represent a premium demographic with high spending power and a strong preference for quality experiences, making them a valuable segment for marketers.

Findings show that nearly 65 percent of LTV cricket viewers own televisions larger than 50 inches, reflecting a preference for an enhanced home viewing experience. The audience also demonstrates high discretionary spending, with 65 percent reporting monthly credit card expenses exceeding Rs.30,000. The report further highlights strong purchasing power in the automotive sector, with more than half of the respondents owning vehicles priced above Rs.12 lakh. Digital engagement is equally strong, with 72 percent spending over Rs.3,000 each month on e-commerce platforms.

Speaking on the findings, Anup Govindan, Head – Sales, Sports at JioStar, said the insights reinforce the continued relevance of Linear TV as a trusted and influential medium. He noted that televised cricket goes beyond sport, driving consumer action and enhancing brand credibility. He also emphasised that with major tournaments such as the ICC Men’s T20 World Cup 2026, TATA IPL 2026 and the ICC Women’s T20 World Cup 2026 scheduled this year, the findings provide advertisers with confidence to leverage the reach and impact of television.

Soumya Mohanty, Managing Director and Chief Client & Solutions Officer at Kantar South Asia, said the study demonstrates that the LTV cricket audience represents a significant consumer force. He observed that the combination of strong spending capacity and high trust in the television environment creates a unique opportunity for brands seeking meaningful engagement during large sporting events.

The study concludes that Linear TV continues to play a crucial role in shaping consumer perception and purchasing behaviour, particularly in the context of cricket broadcasting, which remains one of the most influential drivers of audience engagement in India.