Mumbai: A groundbreaking study conducted by Neurons Inc, in collaboration with JioStar, has revealed that advertising on mobile streaming platforms during live cricket matches significantly outperforms other digital platforms in viewer engagement, focus, and brand recall—making it the ideal medium for long-format advertising.
By leveraging neuroscience-driven research methods, the study analyzed real-time cognitive and behavioral responses to identical advertisements across four different digital platforms:
JioStar’s mobile streaming platform during live cricket
A user-generated video platform
An image-centric social media platform
A community-focused social media platform
Key Findings from the Study:
- 1.7x higher viewer focus on JioStar’s mobile streaming platform compared to UGC video platforms, 4.1x higher focus than image-centric social platforms, and 7.8x higher focus than community-driven social networks.
- 2x higher engagement than UGC video platforms, 2.7x higher than image-based platforms, and 8x higher than community-driven platforms.
- Advertisers experienced a 2.2x boost in brand favorability and purchase intent, along with a 2x increase in daily active users and a 4.5x surge in app downloads.
Ishan Chatterjee, Head of Business, Sports Revenue, SMB & Creator, JioStar, emphasized the platform’s strength, stating, “Cricket is more than a sport in India—it’s an emotion that brings millions together. The study highlights how this passion translates into a highly engaging advertising environment. The high-energy atmosphere of cricket on mobile streaming creates an immersive experience, ensuring brands have an unparalleled opportunity to connect with audiences through compelling long-format storytelling. With multiple major cricket properties lined up—including the ICC Men’s Champions Trophy, TATA WPL, and TATA IPL—advertisers have a unique chance to drive impactful outcomes for their objectives across these marquee events.”
Shikher Chaudhary, MD, Neurons Inc Asia, reinforced the impact of mobile live-streaming, stating, “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 high-stakes events like the ICC Men’s Champions Trophy, TATA IPL among others.”
With TATA IPL 2025 set to begin in March, JioStar’s mobile OTT streaming platform presents an unmissable opportunity for brands to connect with millions of passionate cricket fans. Beyond the IPL, advertisers can leverage multiple high-impact cricket properties, including:
- India-England Bilateral Series
- ICC Men’s Champions Trophy 2025
- TATA Women’s Premier League (WPL) 2025
By integrating high-impact storytelling with long-format digital advertising, brands can amplify awareness, increase favorability, and drive conversions—ensuring their message resonates long after the final ball is bowled.