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Score apps, live overlays and creator commentary now run alongside every ball. Here is how brands can own the phone that sits next to the TV.
A fan gets matchday-ready in the stands
• Aisha Rahman
Watch any big cricket night in Mumbai, Lahore or Dhaka and count the screens. The broadcast is on the TV, but the phone is where fans check the score between balls, read the commentary, argue in group chats and replay the wicket they just missed.
That second screen is not a distraction from the match. It is where the most engaged fans spend their attention in the quiet moments of a game: the change of over, the review, the drinks break. For a brand, those are the seconds when a message is actually read rather than skipped.
Across our publisher network, score-app sessions spike in exactly those windows. A placement timed to a wicket or a boundary lands while the fan is already reacting, which is why in-app formats consistently out-perform generic display on recall.
The lesson for sponsors is simple: plan for both screens. The TV builds reach and the phone builds relationship. Brands that treat them as one campaign — the same creative idea on the jersey, the LED board and the score app — are the ones fans remember after the final ball.
