Nielsen-JioStar data: CTV overlaps with mobile under 5% in India's IPL audience
India's connected TV audience has reached 207 million viewers, making it the country's fastest growing ad screen. Advertisers are now asking the channel to prove that the sales credited to it would not have happened without it. A cross-screen study Nielsen ran with JioStar during the 2025 Indian Premier League found audience overlap between linear television, connected TV and mobile stayed under 5%, while cross-screen media plans still produced incremental reach of 20 to 40%. Advanced digital targeting cut that overlap to roughly 1%. Attribution methods complicate any comparison: connected TV is typically measured on a view-through basis that credits an exposure when a viewer converts within 24 to 48 hours, while mobile performance campaigns lean on click-based attribution that credits whichever channel received the final tap.
Campaigns that split credit evenly across CTV, search, social and mobile risk both overpaying a last-click channel for a sale connected TV actually created and overpaying for CTV reach that never moved an incremental outcome. AppsFlyer's Alex Yip says the most efficient advertisers combine incrementality testing with last-touch attribution to allocate budget with confidence. Frodoh CEO Russhabh Thakkar says the real risk is frequency: a consumer shown the same message six or eight times across devices with no movement in outcomes. Overlap of 30 to 40% between CTV and mobile audiences concerns him far less. As more Indian CTV inventory shifts into programmatic auctions, advertisers will likely demand the same transparency on supply path, impression quality, frequency and show-level targeting that search and social platforms already provide, according to Nielsen's Anil Goel and Thakkar.