Broadcast Audience Research Council (BARC) India and Nielsen on Monday announced the launch of BARC | Nielsen ONE Ads, a cross-media measurement tool aimed at delivering integrated advertising measurement across both digital and linear platforms.

The solution merges BARC’s linear TV audience data with Nielsen ONE Ads’ digital metrics to provide a deduplicated perspective on audiences across various screens, responding to what the companies termed the industry's demand for a unified source of advertising effectiveness.

JioHotstar is the inaugural premium generated content (PGC) platform to adopt the solution, commencing with the ICC Men’s T20 World Cup India & Sri Lanka 2026, the firms stated.

Depending on interest from additional broadcasters, the framework might grow to provide wider cross-screen coverage in the future.

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With the growing fragmentation of media consumption across various platforms, advertisers and agencies are looking for unified data to enhance their advertising expenditures. The firms stated that the solution seeks to close the measurement gap by integrating television and digital metrics into a cohesive reporting structure.

“Nakul Chopra, CEO of BARC India, stated that this signifies a pivotal moment for cross-media advertising measurement in India.” “BARC | Nielsen ONE Ads is India’s pioneering solution that integrates TV measurement with digital platforms in a cohesive, deduplicated framework.”

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Chopra states that the system integrates scale, accountability, and cross-screen insights to assist advertisers in comprehending their reach and additional influence throughout the media landscape.
Akhil Parekh, Chief Product Officer at Nielsen, stated that the partnership tackles a persistent issue for advertisers who used to merge various datasets to monitor campaign effectiveness.

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“With BARC | Nielsen ONE Ads, they no longer have to stitch together data from multiple sources to understand how their campaigns are actually performing. A single, deduplicated view across all screens is something the industry needs,” Parekh says.