JIOSTAR HAS RELEASED new insights from BARC | Nielsen One Ads, a cross-screen measurement solution deployed during the ICC Men’s T20 World Cup 2026.
Per the study’s findings, cross-platform audience duplication remained under 10% across all campaigns. This indicates that television and digital platforms are largely reaching distinct audience groups, enabling advertisers to achieve incremental reach without significant overlap, the study asserts.
According to the study, digital platforms are playing a crucial role in extending campaign reach beyond television, while also enabling more precise audience targeting across devices. The data further highlights that cross-screen duplication remains limited, reinforcing the complementary nature of television and digital media in delivering unified campaign outcomes.
“The ICC Men’s T20 World Cup 2026 has once again demonstrated the power of scale in live sports, and these findings take it a step further by quantifying how that scale translates across screens,” said Anup Govindan, head of Sales, Sports, JioStar. “With less than 10% duplication, we now have clear, measurable evidence of how integrated planning delivers both efficiency and impact for advertisers. As we look ahead to IPL 2026, this sets a strong foundation for brands to plan with greater confidence, leveraging cross-screen strategies to maximise reach and effectiveness at scale.”
As media consumption becomes increasingly fragmented across devices and platforms, the need for unified measurement solutions is gaining importance. The BARC | Nielsen One Ads framework integrates linear television data with digital measurement across connected TV, mobile, and desktop, offering advertisers a single, deduplicated view of campaign reach and frequency.
