The Ministry of Info and Broadcasting’s draft TV rating guidelines, which name for built-in measurement throughout linear and related TV, have added regulatory momentum to this shift.
With sports advertising spending nearing $1 billion in 2024, entrepreneurs say visibility into unduplicated audiences throughout platforms is turning into more and more essential for planning.
JioStar’s new cross-media measurement initiative with Nielsen, primarily based on Indian Premier League (IPL) 2025 information, displays the broader business effort to grasp multi-screen consumption. The examine analysed campaigns throughout 5 classes: carbonated drinks, shopper durables, vehicles, fintech, and FMCG, to supply a consultant view of promoting behaviour.
The evaluation reported an audience overlap of beneath 5% for advert exposures throughout linear TV, related TV, and cellular, suggesting that every platform contributes incremental attain. Cross-screen plans added 20% to 40% incremental attain throughout classes, indicating potential efficiencies in contrast with platform-specific planning.
Parle Merchandise VP Mayank Shah stated unified planning is turning into important. “Cross-media measurement, notably for reside sports activities, is more and more necessary. With advertisers investing throughout each tv and digital, understanding viewers overlap helps guarantee extra environment friendly planning and accountable use of budgets,” he stated. JioStar Chief Income Officer, Sports activities, Anup Govindan, stated cross-screen deduplication stays a big problem for the business. “We intention to anticipate such challenges and proceed engaged on superior measurement research with Nielsen and others,” he stated.Govindan stated the findings present duplication to be decrease than earlier assumptions. “The lower than 5% determine refers back to the viewers that truly views the adverts, not the content material,” he stated.
He additionally stated that this examine will function a blueprint for the way forward for sports activities promoting in India.
Some entrepreneurs, nonetheless, contend that overlap could also be larger in observe, provided that India’s sports activities viewers more and more consumes reside sports activities throughout each TV and digital.
“As viewing behaviour evolves, with individuals streaming sports activities on the transfer and watching tv at dwelling, unified measurement permits manufacturers to raised perceive these shifts and make extra knowledgeable selections,” Shah added.
Nielsen Chief Product Officer Akhil Parekh stated cross-screen measurement stays a worldwide precedence. “We already launched pc and cellular advert measurement for IPL earlier this 12 months. Including CTV and linear TV was the subsequent logical step. We’re persevering with this collaboration with Jiostar and different our bodies,” he stated.
Parekh stated the largest problem in cross-media measurement is philosophical, notably securing ecosystem alignment on information sharing and cooperation with unbiased viewers measurement corporations like Nielsen.
“Technically, the problem was making certain scale in publicity information throughout pc, cellular, CTV and linear. We calibrated first-party information with Nielsen reality units after which introduced in BARC’s linear TV information for deduplication. This work took round 12 months; it’s not one thing that may be executed in days,” he stated.
