BARC | Nielsen has revealed insights from its One Ads cross-screen measurement solution implemented during the ICC Men’s T20 World Cup 2026, showing that integrated television and digital campaigns have delivered incremental reach with minimal audience overlap.
The analysis has found that cross-platform duplication has stayed below 10% across all campaigns, indicating that television and digital platforms have largely reached distinct audience groups. The data has highlighted the effectiveness of cross-screen strategies in expanding reach without significant duplication.
Digital platforms have extended campaign reach beyond television, enabling advertisers to tap into incremental audiences across devices. The findings have also shown that limited duplication across platforms has supported the creation of a unified, deduplicated four-screen audience, combining the scale of television with the precision of digital.
The measurement framework has combined BARC’s linear television data with Nielsen’s digital measurement capabilities across connected TV, mobile and desktop, providing a consolidated view of campaign reach and frequency. As audience consumption has become increasingly fragmented, such unified measurement systems have gained importance for advertisers.
The learnings from the ICC Men’s T20 World Cup 2026 are expected to shape planning for upcoming tentpole events, including IPL 2026, as brands continue to adopt cross-platform strategies for improved reach and efficiency.
“The ICC Men’s T20 World Cup 2026 has once again demonstrated the power of scale in live sports, and these findings take it a step further by quantifying how that scale translates across screens,” said Anup Govindan, Head of Sales, Sports, JioStar. “With less than 10% duplication, we now have clear, measurable evidence of how integrated planning delivers both efficiency and impact for advertisers. As we look ahead to IPL 2026, this sets a strong foundation for brands to plan with greater confidence, leveraging cross-screen strategies to maximise reach and effectiveness at scale.”
