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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 sometimes 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 "wasted reach" due to device duplication, emphasizing the importance of unified measurement systems that accurately capture individual viewer behavior across TV, connected TV, and mobile devices. As broadcasters and brands adapt to this new landscape, the integration of digital and traditional media becomes essential for maximizing engagement and ROI. Recent facts enhancing this narrative include: 1. The study was conducted during IPL 2025 across five diverse categories, providing a comprehensive view of Indian consumer behavior. 2. The low overlap suggests that multi-screen advertising can be more effective than previously thought, with minimal audience duplication. 3. The research underscores the need for multi-agency rating systems to better understand cross-platform consumption patterns. 4. Digital platforms are increasingly seen as complementary to traditional TV, rather than competitors, fostering integrated marketing approaches. 5. The shift towards unified measurement is driven by advancements in data analytics and AI, enabling precise audience targeting and attribution. This evolution in measurement and understanding marks a pivotal moment for the Indian sports broadcasting and advertising industry. As digital consumption continues to grow exponentially, brands and broadcasters must leverage these insights to craft personalized, multi-screen campaigns that resonate with viewers' habits. The era of wasted reach is over; now, advertisers can confidently allocate resources across screens, knowing they are reaching distinct audiences with high precision. This paradigm shift not only enhances advertising effectiveness but also fosters a more engaging and immersive viewer experience, ultimately transforming the landscape of sports media in India.

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