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CTV VIEWERSHIP MEASUREMENT
TV ad volumes dip in 2025 as streaming services gain, RMG ban takes effectTV ad spending dropped in 2025. A ban on real money gaming and budget cuts by major sectors caused this decline. Many advertisers moved to ...
Rapid CTV rise could bring 'balance' to streaming worldIndia's streaming universe is evolving like never before. As Connected TV usage surges, we may witness a welcome variety in storytelling. W...
Marketers bet on unified cross-media measurement for efficient ad planningThe Indian advertising arena is making waves with its commitment to unified measurement across screens. With sports enthusiasts tuning in v...
TRAI lobs an ad-cap googly just as TV broadcasters struggle with falling adsTRAI has issued show cause notices to major TV broadcasters for exceeding the 12-minute advertising cap per clock hour, reigniting a decade...
Add CTV views in audience measurement, BARC toldThe I&B ministry has urged BARC to integrate Connected TV (CTV) viewership into its measurement framework to enhance the system as consumer...
Give BARC more bite for viewersIndia's media sector is rapidly changing. Consumption habits are converging across platforms. The I&B ministry is reviewing TV rating polic...
Transparency is good, but some opaqueness in audience data is essential to protect media value: Zee’s Ashish SehgalZee Entertainment's Ashish Sehgal argues that complete transparency in audience measurement could devalue content and shift power to advert...
Super Over: How the IPL bowled over brands, billionaires and bored audiencesThe Indian Premier League (IPL) marks its 18th year with record-breaking ad spends, viewership, and subscribers, despite recent financial c...
How smart televisions are reshaping content consumption and marketing strategies in IndiaConnected TV (CTV) adoption in urban India is reshaping content consumption, driving family-focused programming and interactive ads. Stream...