Taking cognisance of the growing digital audience, television audience measurement firm Broadcast Audience Research Council (BARC) India said it will roll out its digital measurement service in a phased manner.

The digital products will be launched under the brand name Ekam.

The Ekam range of products will include: Ekam Pulse, Ekam Beam, Ekam Stream, Ekam Ad-scan and Ekam Integra.

Ekam Pulse will measure video ad campaigns and will be the first digital offering to be rolled out by BARC India. Ekam Beam, the next product lined up for release, will measure linear broadcast that is viewed on a digital device.

Ekam Stream, will measure both non-linear and pure play digital video content.

BARC India will also provide industry Ekam Ad-Scan – which will give an overview of digital ads in India, look at where the advertising money is being spent and which sectors are producing more digital ads.

The final product in this suite - Ekam Integra - will help industry with common, robust and independent audience numbers that will give more accurate incremental reach figures.

To do this, BARC India’s TV data will be tied with Digital Video data with the help of Single-Source and Digital Booster panels on top of the census measurement and big data.

Advertisers in the digital space face several issues today. These include: dependency on publishers/ platforms for data, lack of quantifiable differences in impressions, inability to see unique and de-duplicated reach and frequency across publishers/ platforms and lack of knowledge on ROI, among others.

“BARC India is working towards its goal of integrating TV and digital measurement. Our Ekam suite of products will be rolled out over the next 18-24 months. It will provide the industry with independent third-party measurement, verification of audience and eventually viewability of video ads and content,” said Partho Dasgupta, CEO, BARC India.

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