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.
Articles in this hub
- What is BARC India and how does it measure TV audiences?
- BARC streaming measurement: how India measures OTT and CTV viewing
- India CTV measurement gaps: what planners need to know and how to work around them
- BARC linear TV currency vs streaming measurement in India
- How to plan India CTV campaigns without reliable audience data
- BARC India audience panel methodology: how viewership data is collected
- How to read BARC India ratings: TVR, GRP, impressions, and reach explained
- BARC linear TV planning vs India CTV: key differences for planners
- BARC OTT panel methodology: what it measures, how it works, and its limits
- BARC OTT ratings in India: how BARC measures streaming audiences
- India CTV measurement in 2025-26: BARC, platform reporting, and the gaps