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Comscore’s ambitious plan to measure Connected TV (CTV) viewership in India has hit a roadblock. The US based measurement agency announced that it would launch the first-ever CTV survey in India by September 2024.
However, progress has been delayed due to a lack of participation from broadcasters. So far, only four broadcasters have joined the initiative—well short of the ten sponsors required to move forward, sources told e4m.
The primary hurdle appears to be financial, with broadcasters citing economic constraints as a key reason for their reluctance to invest. Each sponsor has to contribute Rs 10 lakh for the survey.
Comscore’s Vice President of International Markets, Alejandro Fosk, in an interview with e4m in May 2024, had shared that the first phase of survey would involve over 4,000 interviews of consumers, providing critical insights into India’s CTV landscape. The results were expected by November-December 2024, with a full-fledged measurement system planned for 2025 based on these findings.
Comscore’s response was awaited till the time of writing this story.
India is in the early stages of Connected TV adoption, but it is one of the fastest-growing markets globally. While Comscore currently measures CTV consumption on platforms like YouTube, a comprehensive understanding of the broader CTV market is lacking, creating an urgent need for detailed studies.
Although Comscore remains committed to conducting the survey annually, the initiative’s long-term success hinges on greater support from broadcasters and advertisers.
Notably, BARC had also decided to start a CTV measurement in the country about two years ago. The TV rating council had even ordered panels and identified households for the survey. However, the measurement is yet to kick off.
Why is CTV measurement crucial?
India's Connected TV (CTV) adoption is skyrocketing, positioning the country to become the third-largest market globally. CTV users have soared from 5 million in 2020 to an anticipated 40 million by 2025, fueled by enhanced internet connectivity, affordable smart TVs, competitive content pricing, and evolving viewer habits.
“Connected TV now reaches over 32 million Indian households, offering brands an unparalleled opportunity to engage with affluent audiences,” an industry expert remarked. “By leveraging screen-size targeting and combining digital precision with TV’s storytelling power, brands can seamlessly achieve both marketing and business goals.”
AdEx on Connected TV (CTV) in India is expected to grow by almost five-fold-from $85 million in 2023 to $395 million by 2027 with a CAGR of 47 percent, according to a 2024 survey by global marketing intelligence firm MiQ.
MiQ study also reveals that 82% of viewers in India interact and engage with an ad on TV, which is one of the highest engagement rates globally. This highlights the platform's ability to drive consumer action. Besides, over 56% of viewers often use a second screen while streaming or watching content on TV - making mobile retargeting and competitive conquesting a key play in a brand's media strategy.
Yet, there is no pan India agency to measure the consumption of the CTV so far, a fact that is a cause of concern among advertisers, especially when the businesses are facing economic headwinds. This is despite the fact that by 2029, CTV is expected to account for over 40% of global TV screen advertising revenue, outpacing traditional linear broadcasts, as per the latest Omdia's report "Alternative Revenue Streams inthe Connected Era”.
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