JioStar Pulling Out All Stops to Woo Brands for IPL

Padding Up for Mega Event

- Christina Moniz

With the Indian Premier League's (IPL) next edition just under three weeks away, broadcaster JioStar is betting big on three main offerings to draw more advertisers to the cricketing carnival. Ishan Chatterjee, chief business officer, sports revenue, SMB and creator, JioStar, expects the combination of improved reach, new advertising innovations and a partnership with Nielsen for digital advertising measurement to draw more advertisers to the cricketing extravaganza.

JioStar is targeting a reach of 1 billion IPL viewers this season across TV and digital. Last year, IPL reached 525 million viewers on TV and 425 million on digital through handheld devices. The merger of Viacom18 and Star India means that the newly formed media behemoth JioStar is expected to outdo the reach that IPL saw last season.