BARC India (Broadcast Audience Research Council) is India's television audience measurement currency. Every linear TV media plan in India is bought and evaluated using BARC data. For CTV and streaming, BARC has been extending its measurement — but the coverage is incomplete and the gaps are significant. India CTV planners operate with fundamentally less measurement certainty than their counterparts in the US or UK.
This hub covers what BARC India actually measures, how its streaming measurement works and where it stops, and what practical approaches India CTV buyers use to plan and evaluate campaigns when the data is imperfect.