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.