The Broadcast Audience Research Council (BARC) is all geared up to launch its first-ever measurement survey for Connected TV (CTV) consumption in India. BARC has identified the premium households and will be holding a series of meetings with the OTT players. The premium panels will be installed by April 2025.
The BARC had ordered over 5,000 premium panels to measure CTV consumption in the country. The BARC was facing a roadblock in identifying premium households. A source close to the developments said, “BARC has identified premium households and will install the panels by April.”
Storyboard18 had first reported about BARC’s plan for a unified measurement system.
The source said, “The major challenge is around the participation of OTT platforms for the measurement but BARC is adamant to go ahead with the plan.”
BARC has constantly been trying to make TV audience measurement more holistic. They already have close to 55000 home panels after adding 25000 new panel homes to their existing roster.
With the expanded measurement, BARC can comprehensively understand linear TV and CTV consumption trends and offer deeper insights into audience engagement across platforms, which will benefit the advertising ecosystem.
Connected TV is the fast- emerging market for advertising and hence BARC intends to measure it for a long time. According to GroupM’s ‘ This Year Next Year ‘ report, India’s connected TV advertising spends are forecasted to grow at a CAGR rate of 47% by 2027, indicating substantial accelerated growth in advertising spend.
Back in 2019, BARC had launched PrimaVU to measure premium homes viewership patterns. Through PrimaVU, BARC India also introduced the industry first concept of ‘viewing minutes’ which was basically the sum of all individuals watching an event based on the time spent by them. PrimaVU was a separate product and not part of the currency panel measurement.
Read more: BARC to launch new meters to measure premium households: EXCLUSIVE