BARC appoints Nielsen as primary digital measurement partner

The information and data measurement company was selected after a six month long Proof of Concept (POC) testing.

Broadcast Audience Research Council (BARC) India has taken another significant step towards launching its digital measurement service. BARC India has appointed information and data measurement company, Nielsen (India) as its primary digital measurement partner. Nielsen will fuse its global experience with India-specific adaptations to meet unique needs of the Indian market.

BARC India had earlier announced that its products will be made available under the umbrella brand EKAM (Sanskrit for "One").

The process of identifying a digital measurement provider started with an RFI (Request for Information) sometime back, which was followed up with a Request for Proposal (RFP) from interested companies last year. A Proof of Concept (POC) testing was conducted with 3 shortlisted companies across 3-6 months following which Nielsen is selected on the strength of its demonstrated capabilities.

The EKAM suite of products will enable video measurement, i.e., all video (ads and content) played across TV and Digital platforms. BARC India will be rolling out its first EKAM product (Pulse) which will measure Video Ad Campaigns to enable daily evaluation and optimization opportunities on more impactful ROI metrics.

Also read, BARC India names its digital offering suite 'EKAM'

"With large expected growth in Digital as well as increased local and global industry demand for robust TV+Digital measurement, it becomes essential that the country moves to a cohesive third party measurement system. With lack of common trusted and transactable Digital metrics, publishers and agencies use differently defined metrics and measures of success of the ad or content being placed on the platform. There is a need for uniformity where all sides of industry are in agreement on the right metrics, measures and definitions. Digital measurement methods are still evolving globally and BARC India is attempting a few things which are a global first," says Partho Dasgupta, chief executive officer, BARC India in a press release.

"Thinking of occasions when we have had an opportunity to be part of truly path-breaking measurement, this would rank amongst the best. Combining BARC India's maverick vision and our expertise in digital measurement, we are helping build an advanced solution uniquely tailored for India," adds Prasun Basu, president - South Asia, Nielsen.