Whalesbook
India's advertising industry is moving towards unified cross-screen measurement as sports viewership fragments across TV, connected TV, and mobile. Driven by regulatory proposals and $1 billion in sports ad spending forecast for 2024, marketers need to understand unduplicated audiences. A JioStar and Nielsen initiative analyzing IPL 2025 data reveals under 5% audience overlap across platforms, with cross-screen plans adding significant reach, indicating potential for more efficient ad spending.