JioStar will offer advertisers, leveraging its OTT platform JioHotstar for the Indian Premier League (IPL) 2025, ad measurement tools following a collaboration with data analytics platform Nielsen. The initiative comes following reports of a 25-30 per cent spike in IPL ad rates compared to last year based on first-ask prices.
In a release, JioStar said the tools offered by the collaboration will be available ahead of the IPL to provide transparent reporting of ad campaigns.
“Nielsen will establish a data pipeline to measure the effectiveness of advertiser campaigns on JioHotstar properties, leveraging its in-depth expertise in audience measurement and first-party data. The initiative will offer advertisers and agencies insights to optimise campaign performance and effectiveness during the highly anticipated IPL 2025,” said the company.
Viewership analytics
Advertisers can use tools like Nielsen ONE Ads tool and the Volumetric and Reach Analysis tool on the platform to understand insights into viewership and ad performance on JioHotStar. This means advertisers can gain insights into impressions, clicks, campaign reach and on-target reach delivered by their campaigns on JioHotstar via the Nielsen One dashboard.
Ishan Chatterjee, Chief Business Officer, Sports Revenue, SMB & Creator at JioStar, said, “Through our association with Nielsen, we aim to redefine how advertising on digital/OTT is measured and delivered across India’s most iconic entertainment and sports properties. JioHotstar is committed to providing advertisers with solutions that enhance transparency and precision.”
Arnaud Frade, President, (Commercial), Asia at Nielsen said, “Our collaboration with JioHotstar enables us to address long-standing industry challenges. With this, we aim to bring more transparency and accountability to digital ad measurement.”
After the merging of the former two platforms, JioCinema and Disney HotStar, access to IPL streaming will require a paid subscription to the platform at a minimum of ₹149. Experts, reacting to the news, had said that the paywall move will cause flutter in the advertising community but ultimately only cause a segmented impact.
In a recent advertising report, Madison World said, “The biggest game-changer will be the operationalisation of the JioStar merger, starting with IPL. With a vast pan-India portfolio, over one-third of the market share and exclusive rights to key sporting events, especially cricket, JioStar will have the leverage to influence pricing. This will be particularly significant in regional markets, especially in the South, where TV demand remains strong.”