Broadcast Audience Research Council India and Nielsen have introduced a new cross-platform measurement framework designed to bridge long-standing gaps in advertising analytics. The system integrates audience data from television, connected TV (CTV), mobile, and desktop, enabling advertisers to track unified reach and campaign performance across screens.
According to Nakul Chopra and Akhil Parekh, the framework addresses fragmentation in media consumption by providing a single, comprehensive measurement system for modern digital-first audiences.
The platform will be deployed by JioHotstar during the ICC Men’s T20 World Cup 2026, allowing advertisers and broadcasters to gain unified insights into reach, engagement, and campaign effectiveness across devices during one of the world’s largest sporting events.
By consolidating multi-screen data into a single analytics layer, the initiative aims to help brands optimise media planning, reduce measurement discrepancies, and improve ROI tracking in an increasingly converged media landscape.
Bottom line: Cross-platform measurement is becoming essential as audiences shift seamlessly between TV, streaming, and mobile platforms.
