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BARC India receives RFI from multiple global vendors for digital measurement; to issue RPF soon

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MUMBAI: The Broadcast Audience Research Council (BARC) India, which had issued the Request for Information (RFI) for digital measurement in December last year, has received responses as many as 11 leading vendors from across the world.

Those who have submitted the RFI include agencies like Kantar Media, IMRB and ComScore, Nielsen, MediaMetrie, Gracenote, Informate, GFK, Accenture, EY, eywa Media, Gemius and Verto Analytics.

In order to expedite the process and launch digital measurement services this year, BARC India will be issuing the Request for Proposal (RFP) soon and the partner for the venture will be announced in the next couple of months. With this, BARC India has moved one step closer to providing audience measurement beyond television.

BARC India’s intent, through its foray into digital measurement, is to measure total unduplicated audiences across all devices and platforms, measuring combined program impressions or advertisements regardless of where and how content/ad is being consumed, through a Single Source Panel.

Once the venture takes shape, BARC India will be the first to provide a TV+ Digital viewership measurement service across the globe. BARC India, with this will cover more than 50 per cent of media spends between TV and digital.

In order to make the service robust and accurate, BARC India will look at partnerships with publishers and content creators going forward.

“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,” said BARC India CEO Partho Dasgupta.

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