BARC India and Nielsen have announced the launch of a cross-media measurement tool called BARC | Nielsen ONE Ads. 

This solution provides a unified measurement of digital and linear advertising, addressing the industry’s imperative need for a single-source view of ad performance. 

JioHotstar was the first PGC platform to avail this pathbreaking solution starting with ICC Men’s T20 World Cup India & Sri Lanka 2026, which concluded on 8 March with India being crowned world champions.

According to a note shared by BARC and Nielsen, a more holistic cross-screen coverage can be provided in the future, depending on interest from other broadcasters. This improves the framework's robustness and industry-wide applicability.

BARC | Nielsen ONE Ads aims to bridge the measurement gap, offering a solution to optimise campaigns across delivery endpoints. The solution combines BARC’s linear TV viewership data with Nielsen One Ads to provide a deduplicated view of audiences across all screens.

Nakul Chopra, CEO, BARC India, said, "This marks a defining moment for cross-media Ad measurement in India,. BARC | Nielsen ONE Ads is the first-of-its-kind solution in India to bring together TV measurement along with digital screens, in a unified, deduplicated system. By combining scale, accountability and cross-screen insights, we are enabling advertisers to understand their true reach and incremental impact across the entire media ecosystem.”

Akhil Parekh, chief product officer, Nielsen, added,, "This collaboration with BARC India fills a real gap that advertisers have been grappling with for years. 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, and we are proud to finally make it a reality.”

BARC | Nielsen One Ads offers integrated reporting across linear TV, CTV, mobile phones and computers. It uses a proprietary methodology to identify unique reach, ensuring advertisers do not count the same viewer multiple times across devices.