BARC India has partnered with Nielsen to introduce a new cross-media advertising measurement solution named BARC | Nielsen ONE Ads, designed to deliver unified audience data across television and digital platforms.
The solution integrates BARC’s linear television viewership metrics with digital measurement capabilities from Nielsen ONE Ads, offering advertisers a deduplicated view of audiences across multiple devices. This includes mobile phones, connected TVs, and desktop computers, enabling brands to track campaign reach across screens more accurately.
Streaming platform JioHotstar will be the first to implement the system, beginning with coverage of the ICC Men’s T20 World Cup hosted by India and Sri Lanka in 2026. The companies noted that the framework could be expanded to additional broadcasters in the future depending on industry adoption.
The initiative arrives at a time when advertisers and agencies are seeking more comprehensive measurement tools as audiences increasingly consume content across a mix of television and digital platforms.
Speaking on the development, Nakul Chopra, CEO, BARC India, said, “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.”
Akhil Parekh, Chief Product Officer, Nielsen, added, “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, and we are proud to finally make it a reality.”
The platform delivers integrated reporting across four major screens—linear television, connected TV, mobile devices, and desktops. It also uses a methodology that identifies unique audience reach across devices and provides key advertising metrics such as average frequency, gross rating points (GRPs), and demographic insights.
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