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Advertisements on streaming platforms during live cricket matches result in better engagement and focus compared to other platforms, as per a study by JioStar in collaboration with Neurons Inc. The study looked at ads across JioStar’s mobile streaming platform versus a user-generated video platform, an image-centric social media platform and a community-driven network.
It may be noted here that JioStar, has the television and digital streaming rights for the Indian Premier League (IPL) from 2023 to 2028, originally bagged by Viacom 18 Pvt Ltd.
As per the study, ads on mobile devices during live cricket received 1.7 times higher viewer focus as compared to user-generated video platforms, 4.1 times better focus than image centric social media platforms and 7.8 times better than community focused social media platforms.
In terms of engagement, ads on mobile devices received 2-8 times higher engagement than user-generated video platforms, image centric social media platforms and community focused social media platforms, respectively. Further, it stated that OTTs deliver better results for advertisers both in terms of brand and response metrics.
Shikher Chaudhary, MD, Neurons Inc Asia, said, “Our research confirms that the dynamic, interactive nature of live cricket enhances audience engagement, setting a new benchmark for digital advertising. The heightened focus and superior ad recall observed on handheld devices makes it an ideal platform to deliver long format-format ads that leave a lasting impact, especially during events like the ICC Men’s Champions Trophy, TATA IPL among others.”
Earlier, businessline found that advertising rates for the IPL 2025 increased by 25-30 per cent from last year based on first-ask prices. Most experts attributed this hike to the JioStar merger although others said that it is too early to see a spike in ad rates.
