BARC India and Nielsen have introduced BARC | Nielsen ONE Ads, a new cross-media measurement solution designed to provide advertisers with a unified view of advertising performance across television and digital platforms. The launch marks a significant step toward solving one of the industry’s biggest challenges-accurately measuring campaigns across multiple screens.
The solution combines BARC’s linear television viewership data with Nielsen ONE Ads’ digital measurement capabilities, enabling advertisers to track campaigns across TV, Connected TV (CTV), mobile devices and computers. By integrating these datasets, the platform delivers a deduplicated view of audiences, ensuring the same viewer is not counted multiple times when exposed to ads on different devices.
JioHotstar will be the first PGC platform to adopt the solution, beginning with the ICC Men’s T20 World Cup India & Sri Lanka 2026. The initiative is expected to expand to other broadcasters in the future, enabling broader cross-screen measurement across the Indian media ecosystem.
According to Nakul Chopra, CEO of BARC India, the solution represents a defining milestone for advertising measurement in the country. He noted that the platform brings together television and digital data into a single framework, allowing advertisers to better understand campaign reach and incremental impact across screens.
Akhil Parekh, Chief Product Officer at Nielsen, added that the collaboration addresses a long-standing challenge for marketers who previously relied on fragmented data sources to assess campaign performance.
Key features of BARC | Nielsen ONE Ads include four-screen unified reporting, advanced reach deduplication to identify unique audiences, and detailed metrics such as average frequency, GRPs, and demographic-level performance insights.
With media consumption increasingly fragmented, the solution aims to provide advertisers with clearer, data-driven insights to optimise cross-platform campaigns and media investments.
