Study Highlights Increased Viewer Engagement with Ads on Large Screen CTV During TATA IPL 2024
JioCinema, the official digital streaming partner of TATA IPL 2024, has shared the results of a neuroscience study aimed at understanding and quantifying how viewers respond to advertisements. The study reveals that viewers display significantly more attention to ads viewed on large screen Connected TVs (CTVs).
Record-Breaking Season for JioCinema
The 2024 season marked a milestone in digital streaming for JioCinema, attracting a record number of 28 sponsors and over 1,400 advertisers. JioCinema achieved a viewership record with a 620 million reach during the TATA IPL 2024.
Advanced EEG Brain Mapping Utilized
The study employed advanced EEG brain mapping devices to measure key performance metrics directly from viewers’ brains. Metrics included distraction levels, mental effort required to understand and remember ads, changes in brand equity, and purchase intent. Participants watched matches of their favorite teams along with ads on various platforms, including JioCinema on CTV and mobile, and Linear TV (LTV) channels. Comparative data was also collected from YouTube on CTV and mobile.
Key Findings
Large Screen (CTV)
- Viewers displayed 1.2 times more attention to ad viewing compared to 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 1.2 times more attentive to ads compared to YouTube on mobile.
- Brand equity increased by 1.2 times compared to YouTube on mobile.
Insights from Experts
Shikher Chaudhary, cognitive neuroscientist and director of Neurons India, who collaborated with JioCinema for the study, commented, “The effectiveness of ads and their motivational impact on consumers depends not only on the creative narrative of the ad but also on the platform on which they are encountered. Advertising on JioCinema leverages the Halo effect, where the goodwill garnered by the platform’s features enhances the reception of the ads, boosting brand perception.”
Superior Advertising Environment on JioCinema
Anup Govindan, Viacom18 Sports Head of Revenue, stated, “Our recent experiment 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 leveraging our platform see higher engagement and stronger consumer connections. This proves our unique approach and advanced targeting capabilities provide a superior advertising environment. We are excited to help more brands achieve these exceptional results and drive their business growth to new heights.”(Dubai7 realmoneygame)