Mumbai: The Ministry of Information & Broadcasting (MIB) has instructed the Broadcast Audience Research Council (BARC) to integrate Connected TV (CTV) viewership data into its audience measurement system. The move reflects the increasing consumption of content via CTVs, even as traditional television continues to be relevant across various demographics.
According to reports, this development comes amid growing scrutiny of BARC, with the government reportedly considering the entry of additional TV measurement agencies. Concerns have been raised over BARC’s inability to adapt to industry changes, including the lack of CTV measurement and failure to conduct the mandatory baseline survey for the past seven years. Efforts to expand household panels to improve ratings robustness have also not materialized.
BARC, which currently measures viewership for over 600 channels, is up for registration renewal after its 10-year term expired on July 27, 2025. Industry stakeholders, including the Indian Society of Advertisers, have long advocated for a cross-media measurement framework that incorporates CTV, which already reaches approximately 4 crore homes in India.
Integrating CTV data into audience metrics is expected to provide a more comprehensive understanding of viewing patterns, enhance decision-making for advertisers and broadcasters, and reflect the evolving consumption habits of Indian audiences.
