Dearth of viewership, ads: BARC India launches 5 measurement products

Will measure digital content, including linear content, video ad campaigns and digital advertising

Audience measurement agency Broadcast Audience Research Council of India (BARC India) has announced the phased roll-out of its digital measurement service along with the brand name and logo of its products.

The dearth of digital viewership and advertising data is known. While individual publishers generate more data at their backend, there is no common currency to compare different platforms on digital. Advertisers, hence, face a dilemma when allocating spends on the medium.

The digital products will be launched under the brand name EKAM (Sanskrit for “One”) and will include a suite of products — EKAM Pulse, EKAM Beam, EKAM Stream,