BARC gears up for CTV measurement, panels ordered

The Broadcast Audience Research Council (BARC) is gearing up to launch its first-ever measurement survey for Connected TV (CTV) consumption in India.

The Council has ordered new panels which, once installed, will provide insights into CTV viewing habits of premium homes, BARC Chairman Shashi Sinha told e4m.

Over 5,000 panels have been ordered as of now . The BARC is currently in the process of defining "premium homes."

With the expanded measurement, BARC can comprehensively understand linear TV and CTV consumption trends and offer deeper insights into audience engagement across platforms, which will benefit the advertising ecosystem.

Connected TV is the fast- emerging market for advertising and hence BARC intends to measure it for a long time. However, the plan could not see the light of the day because some of the stakeholders were not ready for it. Now, BARC is believed to have received all requisite approvals.

Growing CTV ad market

As per various surveys and studies, CTV connections are projected to double the growth by 2026 when it is expected to have 40 million compared to the current 20 million.

Connected TV is experiencing significant growth beyond the metros, with half of the audiences coming from tier 1 and tier 2 cities, a number that continues to increase. This trend has opened up opportunities for hyperlocal campaigns.

Additionally, the Indian market's multilingual nature demands that advertisers adapt their content to be relevant in various languages. Besides, local broadcasters and global streaming platforms like Netflix and Amazon Prime Video are continuously investing in digital platforms and content, further driving the growth of CTV.

According to GroupM’s ' This Year Next Year ' report, India's connected TV advertising spends are forecasted to grow at a CAGR rate of 47% by 2027, indicating substantial accelerated growth in advertising spend.

“The share of CTV ad spends as a percentage of TV ad revenues is a mere 2.2% in India, compared to markets like the US or UK, where it amounts to 29% and 21%, respectively. However, as the market evolves, currencies for viewership need to be developed as CTV can help target audiences more effectively and drive ROI, ” says an ad executive.