Speaking to IndianMediaBook, Partho Dasgupta, CEO, BARC India, said, “The Request for Proposal is the next step after receiving interest from companies with digital measurement capabilities. Our intent, through digital measurement, is to measure audiences across all devices and platforms. We will announce launch dates after a detailed project plan.”
BARC India’s intent, through its foray into digital measurement, is to measure total unduplicated audiences across all devices and platforms, measuring combined program impressions or advertisements regardless of where and how content/ad is being consumed, through a Single Source Panel.
The kind of success for ‘Request for Information’ in a short span of time encouraged us to move a step ahead. With this measurement system we had received interest from 11 companies with digital measurement capabilities from across the globe. These were: Kantar Media, IMRB and ComScore, Nielsen, Media Metrie, Gracenote, Informate, GFK, Accenture, EY, eywa Media, Gemius and Verto Analytics.” Added, Dasgupta
Once the venture takes shape, BARC India will be the first to provide a TV+ Digital viewership measurement service across the globe. BARC India, with this will cover more than 50 per cent of media spends between TV and digital.
Commenting on their future plans Dasgupta added, “BARC will continue to deliver on its promise of measuring What India Watches. We will soon finish the Broadcast India survey and announce the new Universe estimates. The BARC TAM JV will become operational. There are several more projects in the pipeline. We will announce the process and technology, post our selection of the vendor.”
In order to make the service robust and accurate, BARC India will look at partnerships with publishers and content creators going forward.
