JioHotstar, Nielsen to collaboratively offer advanced ad measurement features

JioHotstar has signed a partnership deal with Nielsen to provide advanced advertising measurement tools to its brand advertiser clients ahead of the Tata IPL 2025. The collaboration is expected to facilitate transparent reporting to measure the effectiveness of advertising campaigns on JioHotstar's OTT platform during the Tata IPL 2025 cricket season.

Under the terms of the deal, Nielsen will implement its tools, such as Nielsen ONE Ads, Volumetric, and Reach Analysis to track viewership and ad performance on JioHotstar OTT platform. Nielsen ONE dashboard will provide advertisers with access to data and insights such as impressions, clicks, campaign reach, and on-target reach. These metrics are expected to help brands optimise their campaign performance and prove especially useful during Tata IPL 2025.

Arnaud Frade, president (commercial), Asia, Nielsen said, “Our collaboration with JioHotstar enables us to address long-standing industry challenges. With this, we aim to bring more transparency and accountability to digital ad measurement. Together, we are helping advertisers make more informed and data-driven decisions that should drive better outcomes in a dynamic digital environment.”

Driven by the increasing popularity of streaming services, massive adoption of smartphones and tablets, affordable internet plans, and severe price competition among smart TV brands, India's over-the-top services (OTT) market has presently been witnessing a revolutionary growth. The country's OTT market is expected to reach $25.23 billion by 2030, growing by 17.20% CAGR from 2023 onwards, according to a study released by Pro Market Reports (PMR).

The growth in OTT market has also been resulting in a corresponding rise in OTT advertising. With their OTT ad spends growing rapdily, the brand advertisers in India are feeling the need to accurately and transparently measure the performance and outcomes of their digital ad campaigns on OTT platforms.

Through this collaboration, JioHotstar and Nielsen aim to address this need by providing brand advertisers with actionable insights to improve their campaign effectiveness. Transparent and accurate campaign measurement may help brands effectively leverage the major sporting events like Tata IPL 2025 to boost their consumer brand recall in India, according to the duo.

Ishan Chatterjee, chief business officer, sports revenue, SMB and creator, JioStar, said, “Through our association with Nielsen, we aim to redefine how advertising on digital/ OTT is measured and delivered across India’s most iconic entertainment and sports properties. The collaboration is another step towards delivering value to our partners during Tata IPL 2025 and beyond.”

The JioHotstar and Nielsen partnership has occurred within days of the formation of JioHotstar by merging of JioCinema and Disney+ Hotstar. The upcoming Tata IPL 2025 can be a great opportunity for the newly merged OTT platform (JioHotstar) that combines the entertainment and sports offerings. Nielsen’s advanced ad measurement tools on top of this new OTT platform may help brands optimise their campaigns during the major sporting event starting from March 14, 2025.