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BARC India has partnered with Nielsen to launch BARC | Nielsen ONE Ads, a cross-media advertising measurement solution designed to provide a unified view of ad performance across linear television and digital platforms.
The initiative aims to address the growing demand among advertisers and agencies for integrated measurement in India’s increasingly fragmented media landscape. The solution combines BARC’s linear television viewership data with Nielsen ONE Ads’ digital measurement capabilities to provide a deduplicated view of audiences across multiple screens.
JioHotstar will be the first premium-grade content (PGC) platform to adopt the solution, beginning with the ICC Men’s T20 World Cup India & Sri Lanka 2026. The companies noted that, depending on interest from other broadcasters, the framework could eventually expand to deliver broader cross-screen coverage across the industry.
BARC | Nielsen ONE Ads integrates measurement across four screens—linear TV, connected TV (CTV), mobile, and computer/desktop—allowing advertisers to better understand campaign reach, frequency, and audience overlap across platforms.
Nakul Chopra, CEO, BARC India, described the launch as a milestone for the industry. “This marks a defining moment for cross-media ad measurement in India. BARC | Nielsen ONE Ads brings together TV measurement and digital screens in a unified, deduplicated system. By combining scale, accountability and cross-screen insights, we are enabling advertisers to understand their true reach and incremental impact across the entire media ecosystem.”
Akhil Parekh, chief product officer, Nielsen, said the collaboration addresses a long-standing challenge for advertisers. “With BARC | Nielsen ONE Ads, advertisers no longer have to piece together data from multiple sources to understand campaign performance. A single, deduplicated view across all screens is something the industry has been seeking for years.”
The solution also provides deeper audience analytics, including metrics such as average frequency, GRPs, and ‘on-target’ performance by demographic segments. Through its deduplication methodology, the platform aims to ensure that the same viewer is not counted multiple times across different devices.
By bringing together television and digital measurement, the new offering is expected to help brands optimise campaign planning and gain a clearer understanding of their true reach across India’s evolving media ecosystem.
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