Broadcast Audience Research Council India (BARC India) and Nielsen have launched a cross-media advertising measurement solution called BARC | Nielsen ONE Ads, designed to provide unified audience data across television and digital platforms.
The system combines BARC’s linear television viewership data with digital measurement from Nielsen ONE Ads to offer a deduplicated view of audiences across multiple screens, including mobile devices, connected TVs and computers. The initiative aims to give advertisers and agencies a clearer understanding of campaign reach across an increasingly fragmented media landscape.
JioHotstar will be the first platform to use the solution, starting with coverage of the ICC Men’s T20 World Cup 2026 hosted by India and Sri Lanka . The organisations said the framework could expand to include additional broadcasters and platforms in the future, depending on industry adoption.
The new system offers integrated reporting across four screens: linear television, connected TV, mobile and desktop. It also includes a methodology designed to identify unique audience reach across devices while delivering metrics such as average frequency, gross rating points and demographic performance.
Nakul Chopra , Chief Executive Officer of BARC India, described the launch as an important step for cross-media measurement in the country.
“This marks a defining moment for cross-media ad measurement in India. 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,” he said.
Akhil Parekh , Chief Product Officer at Nielsen, said the collaboration addresses a longstanding challenge faced by advertisers.
“This collaboration with BARC India fills a real gap that advertisers have been grappling with for years. 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,” he said.
The launch reflects a broader shift in the advertising industry as brands seek integrated measurement tools that can capture audience engagement across television and digital environments, helping optimise media spending and campaign performance.
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