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IPL Ads: Digital Reach Boosts TV Audience
24 Nov
Summary
- Less than 5% audience overlap for ads across CTV, linear TV, and mobile.
- Advanced digital targeting further reduces ad view duplication.
- Cross-screen media plans added 20-40% incremental reach for advertisers.
Advertising campaigns during the Indian Premier League (IPL) 2025 experienced remarkably low audience overlap across different platforms, with less than five percent of viewers seeing ads on connected TV, linear TV, and mobile devices. Advanced targeting capabilities on digital platforms are expected to further decrease this duplication. A recent study revealed less than one percent overlap across various audience segments.
Despite minimal overlap, integrated cross-screen media strategies proved highly effective for advertisers. These combined approaches across digital and traditional TV added an incremental reach of 20-40% across diverse categories, including beverages, consumer durables, and automotive. This demonstrates the power of a unified approach to advertising.
The findings, stemming from a collaboration between JioStar and Nielsen, are set to boost advertiser confidence, not only for future IPL seasons but also for other major sporting events like the ICC Men's World Cup and Women's Premier League. This study signifies a growing trend where advertisers plan for both TV and digital from the outset.
