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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 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 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 audience insights that maximize advertising efficiency. Recent facts enhancing this narrative include the rapid growth of digital sports streaming, which increased by 35% in India over the past year; the rise of personalized ad experiences leading to a 20% boost in viewer engagement; the adoption of AI-driven measurement tools by 60% of broadcasters; the expansion of 5G networks facilitating seamless multi-screen viewing; and the global shift towards integrated cross-platform advertising budgets, now accounting for over 70% of marketing spend in the sports sector. These developments underscore a pivotal moment in digital marketing, where data-driven, audience-specific strategies are redefining success in live sports advertising. As India’s digital landscape continues to evolve, brands and broadcasters must leverage these insights to craft more effective, personalized campaigns that resonate across all screens, ensuring they reach the right viewers at the right time with precision and impact.

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