BARC India and Nielsen have announced the launch of BARC | Nielsen ONE Ads, a cross-media advertising measurement solution designed to provide unified reporting across digital and linear platforms. The solution has aimed to offer advertisers a single view of campaign performance across multiple screens.
JioHotstar has become the first PGC platform to adopt the solution, beginning with the ICC Men’s T20 World Cup India & Sri Lanka 2026, as per the announcement. In the future, depending on interest from other broadcasters, the framework has the potential to expand to broader cross-screen coverage.
The solution has combined BARC’s linear television viewership data with Nielsen ONE Ads’ digital measurement to provide a deduplicated view of audiences across screens. This has enabled advertisers to analyse campaign reach across television and digital platforms through a single measurement framework.
The offering has covered four screens — linear TV, connected TV (CTV), mobile and computer/desktop — and has used a deduplication methodology to identify unique audiences across devices. The system has also reported metrics including average frequency, GRPs and ‘on-target’ performance by demographic group.
“This marks a defining moment for cross-media Ad measurement in India,” said Nakul Chopra, CEO, BARC India. “BARC | Nielsen ONE Ads is the first-of-its-kind solution in India to bring together TV measurement along with 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.”
Speaking on the development, Akhil Parekh, Chief Product Officer, Nielsen, said, “This collaboration with BARC India fills a real gap that advertisers have been grappling with for years. With BARC | Nielsen ONE Ads, they no longer have to stitch together data from multiple sources to understand how their campaigns are actually performing. A single, deduplicated view across all screens is something the industry needs, and we are proud to finally make it a reality.”
