BARC and Nielsen Partner for Cross-Media Measurement Pilot in India

• BARC India collaborates with Nielsen for a cross-media measurement pilot to build a unified audience framework.
• The pilot initially focuses on tracking advertising exposure during live events across platforms, leveraging Nielsen's digital tracking and deduplication systems.
• This initiative aims to address the limitations of India's current TV measurement architecture and integrate Connected TV (CTV) viewership.
• The framework will gradually expand to holistic program-level measurement after ad-related validation stabilizes.
• The partnership seeks to provide a credible single-source currency for linear TV and digital extensions, redefining ratings and ad frequency calculations.