Record-Breaking Sponsorship and Viewership
In the 2024 season, JioCinema made a significant mark in digital streaming, attracting 28 sponsors and over 1,400 advertisers. The platform achieved a streaming viewership record, reaching 620 million during TATA IPL 2024. This surge in viewer engagement is attributed to the dynamic nature of the cricketing event and the strategic placement of advertisements.
Neuroscience Study Overview
To better understand and quantify viewer responses to advertisements, JioCinema conducted a neuroscience study using advanced EEG brain mapping devices. The study aimed to measure key performance metrics such as distraction levels, mental effort required to understand and remember ads, changes in brand equity, and purchase intent. Participants watched their favorite teams’ matches along with the ads on various platforms, including JioCinema on Connected TV (CTV) and mobile, and on Linear TV (LTV) channels. Comparative data was also collected from YouTube on CTV and mobile.
Large Screen (CTV)
- Viewers displayed significantly more attentive ad viewing, 1.2 times higher than LTV and YouTube CTV.
- Brand equity increased by 1.5 times compared to LTV and doubled compared to YouTube CTV.
Small Screen (Mobile)
- Viewers were significantly more attentive to ads, 1.2 times higher than YouTube on mobile.
- Brand equity increased by 1.2 times compared to YouTube on mobile.
Impact of Platform on Advertising
The results highlight the substantial impact of advertising on JioCinema’s platforms, offering advertisers an opportunity to connect with an engaged audience. Shikher Chaudhary, Cognitive Neuroscientist and Director of Neurons India, who collaborated with JioCinema on this study, stated, “The effectiveness of ads and how motivating it is to consumers depends not only on the creative narrative of the ad but also on the scenario in which consumers encounter it. Here we see that the platform has a significant effect on purchase intent. Advertising on JioCinema allows for something called the Halo effect, where the goodwill garnered by the platform’s features transfers onto the ads, boosting reception to the brands as a result.”
Superior Advertising Environment
Anup Govindan, Head of Revenue at Viacom18 Sports, added, “Our recent experiment has demonstrated that advertising on our platform significantly outperforms other platforms, both on large and small screens, in terms of brand equity and purchase intent. Brands that leverage our platform see a more profound impact, with higher engagement and stronger consumer connections. This proves that our unique approach and advanced targeting capabilities provide a superior advertising environment. We’re excited to help more brands achieve these exceptional results and drive their business growth to new heights.”
These findings underscore the effectiveness of JioCinema’s advertising strategy, emphasizing the platform’s ability to create a highly engaging and impactful advertising environment for brands.(Dubai7 realmoneygame)