Jiostar will provide advertisers, leveraging the Indian Premier League (IPL) 2025 OTT platform Jiohotstar, followed by a collaboration with data analytics platform Nielson, providing ad measurement tools. The initiative comes according to reports of a 25-30% surge in IPL AD rates compared to last year based on initial prices.
In the release, Jiostar said the tools provided by the collaboration will provide transparent reporting of advertising campaigns ahead of IPL.
“Nielsen will establish a data pipeline to measure the effectiveness of advertiser campaigns on the Jiohotstar property, leveraging detailed expertise in viewer measurements and first-party data. This initiative is extremely important. “We are expected to provide insights to advertisers and agents to optimize campaign performance and effectiveness during IPL 2025,” the company said.
Viewer analysis
Advertisers can use tools such as the Nielsen One Ads tool and the volume and reach analytics tool on the platform to understand Jiohotstar audiences and ad performance insights. This means that advertisers can gain insight into the impressions, clicks, campaign reach and reach on targets delivered by campaigns on Jiohotstar via Nielsen One Dashboard.
“We’re looking forward to seeing you in the future,” said Ishan Chatterjee, SMB & Creator and Head of Sports Revenue at Jiostar. “Through our relationship with Nielsen, we aim to redefine how digital/OTT ads are measured and delivered across India’s most iconic entertainment and sports properties. Jiohotstar is an advertiser. We are primarily committed to providing solutions that increase transparency and accuracy.”
Arnaud Frade, Nielsen’s Asian Asia (commercial), said: “We are collaborating with Jiohotstar to address many years of industry challenges, and we aim to bring transparency and accountability to digital advertising measurement.”
After the merge of the previous two platforms, jiocinema and Disney Hotstar, access to IPL streaming requires a paid subscription to the platform for a minimum of £149. In response to the news, experts have said that paywall moves will cause wings to the advertising community, but ultimately only create segmented effects.
In a recent ad report, Madison World said: “The biggest game changer is the operationalization of Jiostar’s mergers starting with the IPL. Due to its vast Pan India portfolio, it has more than a third of its market share and exclusive rights to major sporting events, particularly cricket, so Jiostar is the first to do so. There is leverage to affect prices. This is especially important in regional markets, especially in the South where demand for television is still strong.”
