Time to join the dots

THE AGE OF media convergence has been a boon for consumers but a big measurement nightmare for media buyers and sellers.

- CHRISTINA MONIZ

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 are engaged with live sports across linearTV, 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.