The Broadcast Audience Research Council (BARC) India which had issued the Request for Information (RFI) for digital measurement in December, last year, has received a response from 11 vendors across the globe.
Those who submitted the RFI include Kantar Media, IMRB and ComScore, Nielsen, MediaMetrie, Gracenote, Informate, GFK, Accenture, EY, Eywa Media, Gemius, and Verto Analytics.
BARC India's intent, through its foray into digital measurement, is to measure total unduplicated audiences through a single source panel, across all devices and platforms, measuring combined programme impressions or advertisements regardless of where and how content/ad is being consumed.
In order to make the service robust and accurate, BARC India will look at partnerships with publishers and content creators in the future.
"A lot of content today is being created for online consumption, but all these impressions are unaccounted for. With our digital measurement, we are looking at providing content creators and platform owners with insights on the consumption behaviour of viewers. We are happy with the response we have received from vendors globally," says BARC India CEO Partho Dasgupta.First Published : February 18, 2016 04:27 AM