The age of media convergence has been a boon for consumers but a big measurement nightmare for media buyers and sellers. No standalone data set can provide them an integrated view of how media was consumed by individuals across devices at any moment in time. Willy nilly there’s no single source to determine how advertising impacted outcomes as a result of exposure across media.
In a first of its kind effort, broadcaster JioStar, along with data and analytics firm Nielsen, have released the findings of a cross-screen measurement study conducted during this year’s Indian Premier League (IPL) season that addresses the advertiser’s dilemma.
The study offers insights into how audiences engaged with live sports across linear TV, CTV and mobile. For instance, it showed that during IPL 2025, fewer than 5% of audiences overlapped across CTV, LTV and mobile. That apart, cross-screen media plans across digital and TV added a 20% to 40% incremental reach across analysed categories and budgets.
The study analysed campaigns for five top spenders across diverse categories like FMCG, carbonated beverages, auto, consumer durables and fintech. Leveraging Nielsen digital trackers and its deduplication methodology, along with BARC television data, it offers a single view of audiences. Anup Govindan, chief revenue officer for sports at JioStar says, “For the first time, we can scientifically demonstrate how brands can drive incremental reach across live sports, without wastage or overlap.”
Fragmented viewership, rising complexity
The IPL and cricket in particular attract a huge volume of ad spending, observes Anita Nayyar, senior marketing leader and former Havas Group CEO. “The need of the hour for advertisers today is to know where their ad money is going, and where the eyeballs are coming from. This is a challenge not just for TV and digital but other media like print and outdoor too. The cross-screen measurement study from JioStar and Nielsen is a good start, even though it is only limited to the IPL,” she adds.
The names of the advertisers are not being disclosed for confidentiality reasons. However, Govindan explains that in the future, advertisers will be able to refer to the study’s findings on the basis of the category they operate in. “The five brands studied largely cover the major gamut of IPL advertisers. So, if a fintech firm decides to advertise with us, it can use insights relevant to its category in order to reach the best possible audience in the most cost-efficient way,” he adds.
Industry reaction: A needed but partial answer
The need for cross-media measurement is clear, but joining the dots is easier said than done. One of the biggest pain points for media managers today is the lack of standardisation in metrics across platforms. If traditional TV still uses GRPs (gross rating points) to calculate audience reach, digital platforms go by impressions, clicks and engagement. This fragmentation of data sets comes in the way of understanding the role of each channel in driving awareness or even influencing conversions.
Akhil Parekh, chief product officer at Nielsen, notes that the firm has been doing cross-screen measurement in the United States for at least three years now. However, in India “we do not always have the same data sets in India that are available in the US,” he says. “You have to innovate and collaborate to get the right data sets to calibrate with the data provided by JioStar and BARC. We have a lot of quality control in place where we look for robotic activity to ensure that the output is reliable,” he adds. As more signals become available over time, Parekh expects the methodology and output to also improve.
Govindan adds that while the study was done for the IPL this year, it is something that the broadcaster will likely apply to other live sports events like the Women’s Premier League too. This is a major first step forward for the industry, he stresses, adding that ultimately a unified measurement works best for all stakeholders – advertisers, broadcasters and digital platforms.
