Mumbai: TAM Media Research and VTION have announced the launch of CTV Ad Pulse, a new audience measurement solution designed to help advertisers, agencies and media planners gain deeper visibility into advertising performance and audience delivery across Connected TV (CTV) platforms.
Introduced during IPL 2026, the solution combines TAM Media Research’s advertising monitoring capabilities with VTION’s Connected TV audience measurement technology to deliver a more comprehensive understanding of advertising exposure and audience engagement in the rapidly evolving CTV ecosystem.
As Connected TV continues to attract larger audiences and increased advertising investments, marketers are increasingly seeking reliable methods to measure campaign effectiveness beyond tracking ad appearances alone. CTV Ad Pulse addresses this need by integrating advertising activity with audience viewing behaviour into a unified measurement framework.
The solution is designed to provide advertisers and planners with insights across key performance areas including audience profiles exposed to advertising on Connected TV platforms, reach and frequency of campaigns across categories and competitors, viewer demographics across NCCS and geographies, and campaign delivery performance across important markets.
Commenting on the launch, LV Krishnan, CEO, TAM Media Research, said, “As Connected TV becomes an increasingly important medium for advertisers, the industry requires measurement solutions that help understand at a basic level, an ad campaign’s reach and frequency delivery. In this era of fragmented measurement systems, TAM and VTION have collaborated to create CTV Ad Pulse that is designed to help advertisers evaluate how their campaigns are reaching viewers on Connected TV during high impact events such as IPL.”
Manoj Dawane, Founder & CEO, VTION, added, “The rapid adoption of Connected TV has created a new measurement imperative for the industry. VTION’s patented passive measurement technology, which powers our 100,000+ smartphone panel, now extends to Connected TV — with our CTV panellists drawn directly from the same opted-in smartphone panel. This means advertisers can, for the first time, measure cross-screen audience behaviour and campaign reach with a single, unified panel. CTV Ad Pulse is the first product to bring this capability to market, and we are delighted to build it in partnership with TAM Media Research.”
With the introduction of CTV Ad Pulse, TAM Media Research and VTION aim to provide advertisers and media planners with richer campaign intelligence and more actionable insights into Connected TV performance, enabling more informed investment, planning and optimisation decisions in one of India’s fastest-growing media environments.
