TAM Media Research and VTION have launched CTV Ad Pulse, a new measurement solution designed to help advertisers, agencies and media planners evaluate the audience delivery of advertising campaigns on Connected TV (CTV) platforms.
Introduced during IPL 2026, the solution combines TAM’s advertising monitoring capabilities with VTION’s Connected TV audience measurement technology to provide a unified view of advertising exposure and audience engagement on CTV.
The launch comes as Connected TV continues to attract larger audiences and increased advertising investments, creating a growing need for reliable campaign measurement beyond conventional ad occurrence tracking. CTV Ad Pulse seeks to bridge this gap by integrating advertising activity data with audience viewing behaviour.
The solution offers advertisers insights into the profile of audiences exposed to their campaigns on Connected TV platforms, along with reach and frequency metrics across categories and competing brands. It also provides audience segmentation data across NCCS categories and geographies, as well as campaign delivery performance across key markets.
CTV Ad Pulse is intended to equip advertisers and media planners with deeper visibility into campaign performance, enabling more informed planning and investment decisions in India’s rapidly expanding Connected TV ecosystem.
Commenting on the launch, LV Krishnan, CEO, TAM Media Research, said, “As Connected TV becomes an increasingly important medium for advertisers, the industry requires measurement solutions that help understand at a basic level, an ad campaign’s reach and frequency delivery. In this era of fragmented measurement systems, TAM and VTION have collaborated to create CTV Ad Pulse that is designed to help advertisers evaluate how their campaigns are reaching viewers on Connected TV during high impact events such as IPL.”
Manoj Dawane, Founder & CEO, VTION, added, “The rapid adoption of Connected TV has created a new measurement imperative for the industry. VTION’s patented passive measurement technology, which powers our 100,000+ smartphone panel, now extends to Connected TV — with our CTV panellists drawn directly from the same opted-in smartphone panel. This means advertisers can, for the first time, measure cross-screen audience behaviour and campaign reach with a single, unified panel. CTV Ad Pulse is the first product to bring this capability to market, and we are delighted to build it in partnership with TAM Media Research.”
