Daily Research News Online

The global MR industry's daily paper since 2000

BARC India Plans EKAM Cross-Media Measurement Suite

April 11 2017

TV audience rating body BARC India is rolling out a suite of digital measurement products called EKAM (Sanskrit for 'one'), to provide the industry with a single platform for measurement across TV and digital.

Partho DasguptaEKAM is designed to allow analysis and comparison of different platforms and their offerings, integrating data from a single-source panel, large TV and digital booster panels, census-level impressions and big data on digital advertising. Its products include: Pulse, for measurement of video ad campaigns; Beam, to measure linear broadcast that is viewed on a digital device; Stream, which will measure both non-linear and pure-play digital video content; Ad-Scan, to analyse where ad budget is being spent and which sectors produce more digital ads; and Integra, to provide independent audience numbers.

CEO Partho Dasgupta (pictured) says of the launch: 'As the brand name suggests, BARC India is working towards its goal of integrating TV and digital measurement. Our EKAM suite of products will be rolled out over the next 18-24 months, providing the industry with independent third-party measurement, verification of audience and eventually viewability of video ads and content'.

Web site: www.barcindia.co.in .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

Select a region below...
View all recent news
for UK
View all recent news
for USA
View all recent news
for Asia
View all recent news
for Australia


To receive (free) news headlines by email, please register online