BARC India, Nielsen launch cross-media ad measurement solution

Broadcast Audience Research Council India (BARC) and Nielsen today announced the launch of BARC | Nielsen ONE Ads, a cross-media advertising measurement solution that aims to provide advertisers and agencies with a unified view of campaign performance across linear television and digital platforms.

The initiative marks one of the first attempts in India to combine linear TV viewership data with digital ad measurement to create a single, deduplicated view of audiences across screens. Streaming platform JioHotstar will be the first premium digital content platform to adopt the new measurement framework, which debuted during the ICC Men's T20 World Cup 2026.

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The collaboration comes as India’s media consumption becomes increasingly fragmented across television, mobile devices, connected TVs and computers, making it harder for advertisers to accurately measure campaign reach and frequency.

BARC | Nielsen ONE Ads integrates BARC India’s linear television audience measurement data with Nielsen ONE Ads’ digital measurement across mobile, connected TV and computer devices. The combined system applies a deduplication methodology designed to ensure the same viewer is not counted multiple times across platforms, allowing advertisers to gauge true reach across screens.

“This marks a defining moment for cross-media ad measurement in India,” said BARC CEO Nakul Chopra. “BARC | Nielsen ONE Ads is the first-of-its-kind solution in India to bring together TV measurement along with digital screens in a unified, deduplicated system. By combining scale, accountability and cross-screen insights, we are enabling advertisers to understand their true reach and incremental impact across the entire media ecosystem.”

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Nielsen executives said the partnership addresses a long-standing challenge faced by advertisers who currently rely on multiple measurement systems to evaluate campaign effectiveness across platforms.

“This collaboration with BARC India fills a real gap that advertisers have been grappling with for years,” said Akhil Parekh, Chief Product Officer, Nielsen. “With BARC | Nielsen ONE Ads, they no longer have to stitch together data from multiple sources to understand how their campaigns are actually performing. A single, deduplicated view across all screens is something the industry needs, and we are proud to finally make it a reality.”

Key features of BARC | Nielsen ONE Ads include unified reporting across four screens, advanced audience deduplication technology and detailed campaign analytics. The platform will provide advertisers with metrics such as average frequency, gross rating points (GRPs) and on-target performance by demographic groups.

BARC India and Nielsen noted that wider participation from broadcasters could eventually allow the platform to deliver more comprehensive cross-media measurement across the Indian television and streaming ecosystem.