Broadcast Audience Research Council (BARC) India and Nielsen on Monday announced the launch of BARC | Nielsen ONE Ads, a cross-media measurement solution designed to provide unified advertising measurement across digital and linear platforms.
The solution combines BARC’s linear television viewership data with Nielsen ONE Ads’ digital measurement to offer a deduplicated view of audiences across screens, addressing what the companies described as the industry’s need for a single-source view of advertising performance. Storyboard18 was the first to report on the launch of the cross-media measurement solution.
JioHotstar first platform to adopt solution
JioHotstar is the first premium generated content (PGC) platform to use the solution, starting with the ICC Men’s T20 World Cup India & Sri Lanka 2026, the companies said.
Depending on interest from other broadcasters, the framework could expand to offer broader cross-screen coverage in the future.
As media consumption becomes increasingly fragmented across platforms, advertisers and agencies are seeking integrated data to optimise advertising spends. The companies said the solution aims to bridge the measurement gap by combining television and digital metrics into a unified reporting framework.
“This marks a defining moment for cross-media ad measurement in India,” said Nakul Chopra, CEO, BARC 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.”
According to Chopra, the system combines scale, accountability and cross-screen insights to help advertisers understand their reach and incremental impact across the media ecosystem.
Akhil Parekh, Chief Product Officer at Nielsen, said the collaboration addresses a long-standing challenge for advertisers who previously had to combine multiple datasets to track campaign performance.
“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,” Parekh said.
Cross-platform measurement framework
The measurement system integrates BARC’s linear TV data with digital audience data measured by Nielsen ONE Ads across mobile, connected TV (CTV), and computers. It uses a deduplication methodology designed to identify unique viewers across devices and platforms.
Among the features highlighted by the companies are unified reporting across four screens, linear television, CTV, mobile and computer/desktop, along with advanced reach deduplication to avoid counting the same viewer multiple times across devices.
The reporting framework will also include audience metrics such as average frequency, GRPs and ‘on target’ performance by demographic group, aimed at helping advertisers assess campaign reach and frequency across platforms.
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