ICC Men’s T20 World Cup 2026: JioStar flags low TV-digital ad overlap, strong incremental reach in BARC–Nielsen data
JioStar on Monday unveiled fresh insights from a cross-screen measurement study conducted during the ICC Men’s T20 World Cup 2026, highlighting how integrated television and digital campaigns are delivering incremental reach with minimal audience overlap.
The findings, based on the BARC | Nielsen One Ads measurement framework, showed that duplication between television and digital platforms remained below 10% across all campaigns analysed. This suggests that both mediums are largely reaching distinct audience segments, enabling advertisers to expand overall reach without significant redundancy.
