Mumbai: Broadcast Audience Research Council India (BARC India) has partnered with Nielsen to introduce BARC | Nielsen ONE Ads, a first-of-its-kind cross-media measurement solution designed to provide a unified view of advertising performance across linear television and digital platforms in India.
Announced on March 9 in Mumbai, the solution aims to address the growing need for integrated audience measurement as India’s media consumption becomes increasingly fragmented across screens. The platform will combine BARC India’s linear television viewership data with digital measurement capabilities from Nielsen ONE Ads, offering advertisers and agencies a deduplicated view of audiences across multiple devices.
The solution will debut with JioHotstar, which becomes the first premium generated content (PGC) platform to adopt the framework, beginning with the ICC Men’s T20 World Cup 2026 matches involving India and Sri Lanka. The companies indicated that broader cross-screen coverage could be introduced in the future depending on participation from additional broadcasters.
As advertisers increasingly seek consolidated insights to optimise media investments, BARC | Nielsen ONE Ads will bridge the measurement gap by integrating linear TV data with digital screen data across mobile, connected TV and desktop environments.
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.”
Speaking on the development, Akhil Parekh, Chief Product Officer, Nielsen, said, “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 solution combines BARC’s linear TV measurement data with digital viewership data from Nielsen ONE Ads across mobile devices, connected TVs and computers, supported by an advanced deduplication methodology that identifies unique viewers across platforms.
Key features of BARC | Nielsen ONE Ads include:
- 4-Screen Unified Reporting: Integrated measurement across Linear TV, Connected TV (CTV), Mobile, and Desktop/Computer.
- Advanced Reach Deduplication: Proprietary methodology to ensure audiences are counted only once across devices.
- Detailed Audience Insights: Campaign reporting with metrics such as average frequency, Gross Rating Points (GRPs), and demographic-based ‘on target’ performance.
The collaboration reflects growing industry efforts to build transparent and unified measurement systems that enable brands to better understand reach, frequency and campaign effectiveness across India’s rapidly evolving multi-screen media ecosystem.
