Big news in the world of digital advertising! JioHotstar has announced a game-changing partnership with Nielsen to introduce independent third-party ad measurement for the Indian Premier League (IPL) 2025. This marks a major milestone, as it’s the first time an Indian live sporting event will have independent digital ad measurement—bringing a new level of transparency and accountability for advertisers.
Why This Matters
India’s digital advertising industry is on a rapid rise, projected to cross ₹1 lakh crore in the coming years. The IPL alone attracts over ₹4,000 crore in ad spending annually across TV and digital platforms. While TV advertising has long had third-party measurement through the Broadcast Audience Research Council (BARC), digital platforms have mostly relied on self-reported metrics. This partnership between JioHotstar and Nielsen aims to close that gap, ensuring advertisers get precise, unbiased insights into their campaign performance.
How It Works
Nielsen will establish a direct data pipeline with JioHotstar, allowing them to analyze first-party data and provide detailed campaign insights. This includes key performance metrics such as impressions, engagement, and click-through rates. Advertisers will gain access to real-time analytics via the Nielsen ONE dashboard, helping them track their ad performance more effectively. The service will operate on a subscription model, where advertisers pay based on their campaign’s reach and impact.
The Bigger Picture
For advertisers, this is a game-changer. Brands have long demanded more accountability in digital advertising, and this initiative directly addresses those concerns. With precise measurement and transparency, businesses can now optimize their ad spends in real time, ensuring they get the best possible ROI.
Ishan Chatterjee, Chief Business Officer of Sports Revenue, SMB & Creator at JioStar, highlighted how this move will help brands build trust and gain deeper insights into their audience engagement. With more brands now willing to shift their budgets to digital, this partnership could significantly boost ad revenues on streaming platforms.
What’s Next?
This collaboration between JioHotstar and Nielsen is a significant step forward—not just for India but for digital ad measurement across Asia. If successful, it could set a new industry standard for transparency and performance tracking in the fast-growing world of digital sports advertising.
IPL 2025 is shaping up to be a landmark event, not just for cricket fans but for advertisers looking to make smarter, data-driven decisions.
