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Revolutionizing Sports Advertising: One Viewer, One Screen

Source: One viewer, one screen: JioStar & Nielsen reveal why the era of "wasted reach" in live sports is over (2025-11-25)

A groundbreaking study by JioStar and Nielsen during IPL 2025 has transformed our understanding of audience reach in live sports broadcasting. 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 are engaging with sports content on a single device, making "wasted reach" a concept of the past. The findings underscore the importance of unified measurement systems that accurately capture individual viewer behavior across screens, enabling brands to optimize their advertising strategies more effectively. Recent developments in digital analytics, including AI-driven audience segmentation and real-time data integration, are further enhancing the precision of cross-screen measurement. The rise of 5G technology and advanced connected TV platforms has also expanded opportunities for targeted advertising, ensuring brands can reach highly specific audiences without redundancy. Moreover, the shift towards personalized content consumption is fostering deeper viewer engagement, which benefits both broadcasters and advertisers. As India’s digital landscape continues to evolve rapidly, the adoption of unified measurement tools is becoming essential for maximizing ROI and ensuring transparent, accountable advertising. This shift not only benefits brands but also enhances viewer experience by delivering more relevant and less intrusive ads. The study’s insights are poised to influence global advertising strategies, emphasizing the need for innovative measurement approaches in a multi-screen world. As the industry moves forward, embracing these new paradigms will be crucial for staying competitive in the dynamic landscape of live sports broadcasting.

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