TAM Media Research and VTION have launched CTV Ad Pulse, a new measurement solution for Connected TV (CTV) advertising, timed to IPL 2026. The tool brings together TAM’s advertising monitoring expertise with VTION’s CTV audience measurement capabilities to deliver data on ad exposure and audience delivery across Connected TV platforms.
Built for advertisers, agencies, and media planners, CTV Ad Pulse arrives as CTV viewership and ad spend continue to climb in India. The solution offers insights into audience profiles exposed to CTV advertising, campaign reach and frequency by category, viewer breakdowns across NCCS segments and geographies, and delivery tracking across key markets.
LV Krishnan, CEO of TAM Media Research, said the industry needs measurement tools that capture an ad campaign’s reach and frequency at a fundamental level, especially as fragmented measurement systems persist. He added that CTV Ad Pulse was built to help advertisers assess how their campaigns perform on Connected TV during high-impact events like IPL.
Manoj Dawane, founder and CEO of VTION, said the rapid rise of Connected TV has created a fresh measurement need. He noted that VTION’s passive measurement technology, already powering its panel of over 100,000 smartphones, now extends to CTV, with panellists drawn from the same opted-in base. This, he said, allows advertisers to measure cross-screen audience behaviour and campaign reach through a single, unified panel for the first time.
CTV Ad Pulse is positioned as a tool to give advertisers and media planners clearer audience data to guide media planning and investment decisions on Connected TV.
