AIWorldNewz.com

Revolutionizing Sports Advertising: One Screen, One Viewer

Source: One viewer, one screen: JioStar & Nielsen reveal why the era of "wasted reach" in live sports is over (2025-11-24)

A groundbreaking joint study by JioStar and Nielsen during IPL 2025 has transformed our understanding of sports viewership and advertising reach in India. Contrary to longstanding beliefs, the research reveals that cross-device audience overlap is minimal—often less than 5%, and in some cases below 1%. This indicates that viewers engage with sports content across multiple screens independently, opening new avenues for targeted advertising strategies. The findings challenge the myth of significant audience duplication across linear TV, connected TV, and mobile devices, emphasizing the importance of unified measurement systems. As broadcasters and brands adapt, the era of "wasted reach" is ending, replaced by precise, multi-platform engagement metrics that maximize advertising efficiency. Recent facts enhancing this narrative include the rapid growth of connected TV in India, which is projected to reach 50 million households by 2026; the increasing adoption of 5G technology, boosting mobile streaming capabilities; the rise of personalized advertising driven by AI analytics; the shift in consumer behavior favoring multi-screen engagement during live sports; and the global trend towards integrated measurement solutions, with India leading in adopting unified metrics. This evolution signifies a pivotal moment for advertisers, broadcasters, and digital platforms aiming to optimize reach and ROI in a fragmented media landscape. As the industry embraces these insights, the future of sports advertising promises more precise targeting, better audience understanding, and enhanced viewer experiences—marking a new chapter in digital entertainment and marketing innovation.

More recent coverage