BARC India Appoints Nielsen for Digital Measurement

Audience measurement body BARC India has appointed Nielsen India as its primary digital measurement partner, as it looks to build its ‘EKAM’ cross-channel measurement solution.

Nielsen says it will fuse its global experience with ‘India-specific adaptations’ to meet the country’s unique needs.

The selection of Nielsen began more than a year ago with Requests for Information and then Proposals from interested companies. Three shortlisted firms went through a ‘rigorous’ Proof of Concept (POC) test over 3-6 months, with Nielsen selected ‘on the strength of its demonstrated capabilities’. As well as powering BARC India’s digital products, Nielsen will later assist the body in integrating its TV and Digital services.

EKAM (Sanskrit for ‘one’) was announced in April and will combine ratings for all video (ads and content) played across TV and Digital platforms. The first product under the brand, Pulse, will measure Video Ad Campaigns daily to help users evaluate and optimize their spend. BARC India says the phased launch of this and other products will allow time to address the issues of viewability and ad fraud, and ensure ‘consistency, comparability and enhanced ability to de-duplicate audiences across sites, platforms and devices’.

… read on at

Originally posted at Daily Research News Online
7th July 2017

BARC India’s Head of Digital, Jamie Kenney, outlined the EKAM initiative at the 2017 APAC Television & Video Conference in Singapore last May. You can view his presentation deck here.

The APAC Television & Video Conference will return to Singapore on 10th-11th May 2018.

The 2017 International Radio & Audio and Television & Video Conferences will be held on 8th-10th November 2017 in Nice, France.