Neuroscience – backed study highlights how live cricket streaming on mobile drives superior engagement, focus, and brand recall, making it the most effective platform for long-format advertising
Key Findings
Advertisements on handheld during live cricket received 1.7x higher viewer focus as compared to user-generated video platforms, 4.1x higher focus as compared to image centric social media platforms and 7.8x higher focus as compared to community focused social media platforms.
In terms of engagement, advertisements on live cricket on mobile devices receive 2x, 2.7x and 8x higher engagement compared to UGC video platforms, image centric social media platforms and community focused social media platforms, respectively.
The platform delivers extraordinary results for advertisers both in terms of brand metrics and response metrics, driving a 2.2x increase in both brand favourability and purchase intent, a 2x increase in daily active users and 4.5x increase in app downloads.
JioStar’s mobile streaming platform in collaboration with Neurons Inc, has unveiled a neuroscience-backed study demonstrating that live cricket streaming on handheld devices is the most effective medium for long-format advertising. By analysing real-time viewer responses during live cricket matches, the study reveals that ads on mobile not only drive higher engagement and capture audience attention, but also significantly boost brand recall and purchase intent compared to other digital platforms.
This study evaluated identical advertisements across JioStar’s mobile streaming platform and three other digital platforms – including a user-generated video platform, an image-centric social media platform, and a community-driven network – to assess cognitive and behavioural metrics. The results were not only insightful but also revealed some striking differences across the platforms.
Loading ...Ishan Chatterjee
Head of Business, Sports Revenue, SMB & Creator, JioStar commented, “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 added, “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
Scheduled to begin in March, JioStar’s OTT mobile streaming platform provides brands an unmissable opportunity to engage with millions of passionate cricket fans. Beyond TATA IPL, advertisers can leverage multiple high-impact cricket properties over the next few months, including the India-England bilateral series, ICC Men’s Champions Trophy 2025, India-England bilateral series, and TATA Women’s Premier League 2025. By leveraging high-impact, narrative-driven advertising, brands can boost awareness, favourability, and conversions—ensuring their messaging resonates long after the final ball is bowled.
