BARC India to create own digital measurement solution: Report

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The Broadcast Audience Research Council of India is evolving its own mechanism for digital audience measurement as its association with data measurement company Nielsen has come to an end.

Nielsen has been the leading digital measurement partner in the two-year association with BARC, the leading television broadcast audience measurement agency in India. BARC, after parting ways with Nielsen, will develop its own solution for digital audience measurement, Indiantelevision.com has reported quoting a BARC spokesperson.

BARC India is associated in a strategic partnership with over 500 partners. The aim of such strategic partnerships is to come up with industry solutions that are acceptable to all stakeholders. The goal of Ekam was to arrive at a neutral and independent cross-platform measurement solution. Given our technical prowess we are evolving with our own digital measurement solution,” the business news website has reported a BARC spokesperson as saying.

After announcing its plans in 2016 to measure digital audience, BARC a year later in July 2017 had tied up with Nielsen. Prior to that BARC in August 2017 had introduced brand ‘Ekam’ for digital measurement with the hope of launching it by the year-end.

The website has quoted a BARC source as saying that “the partnership with Nielsen was terminated recently”.

On Monday, Nielsen had announced the expansion of advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings to 26 additional countries including India.

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