BARC gears up for CTV measurement, panels ordered
Over 5,000 panels have been ordered to be fitted at premium homes to measure their CTV consumption
The Broadcast Audience Research Council (BARC) is gearing up to launch its first-ever measurement survey for Connected TV (CTV) consumption in India.
The Council has ordered new panels which, once installed, will provide insights into CTV viewing habits of premium homes, BARC Chairman Shashi Sinha told e4m.
Over 5,000 panels have been ordered as of now . The BARC is currently in the process of defining "premium homes."
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. However, the plan could not see the light of the day because some of the stakeholders were not ready for it. Now, BARC is believed to have received all requisite approvals.
Growing CTV ad market
As per various surveys and studies, CTV connections are projected to double the growth by 2026 when it is expected to have 40 million compared to the current 20 million.
Connected TV is experiencing significant growth beyond the metros, with half of the audiences coming from tier 1 and tier 2 cities, a number that continues to increase. This trend has opened up opportunities for hyperlocal campaigns.
