The Broadcast Audience Research Council (BARC) India is preparing to launch its first Connected TV (CTV) audience measurement survey, as per a report by Storyboard18. This initiative aims to provide comprehensive data on both TV and streaming viewership, targeting premium households across India.
BARC India plans to install over 5,000 premium measurement panels by April 2025. These will focus on high-income households, with BARC engaging in discussions with OTT platforms to create a shared measurement system that includes both traditional TV and CTV. However, according to unnamed sources in the Storyboard18 report, getting OTT platforms on board remains a significant challenge.
Currently, BARC India tracks around 55,000 homes, yet this figure is only a fraction of India’s vast TV audience, estimated at over 182 million households and expected to exceed 200 million in coming years. Earlier this year, the Telecom Regulatory Authority of India (TRAI) advocated for a review of BARC’s methods, suggesting an expanded sample size and a shift towards non-linear content measurement.
With the rise of streaming, TRAI has emphasized the need for BARC to broaden its measurement to include digital and CTV data, aligning with India’s rapidly changing media landscape. This development signifies an essential evolution in how viewership is tracked, moving beyond linear formats to encompass diverse viewing habits.
Key Highlights:-
- BARC India will introduce premium measurement panels for CTV in 2025 to cover connected and traditional TV viewership.
- Over 5,000 panels are planned for installation in premium households, marking a shift towards digital-friendly audience measurement.
- TRAI has suggested that BARC expand its sample size and incorporate non-linear media tracking to meet India’s dynamic TV landscape.