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Nielsen and BARC – unlikely allies in digital ad measurement

India had finally sorted out its broadcast audience research at the start of 2016 when a joint venture between Nielsen and WPP merged with a subsidiary of BARC India (Broadcasting Audience Research Council) to create a people meter based audience research system. BARC controls this by owning 51%. Previous efforts from Nielsen and WPP’s Kantor had used too few people meters, because in India the industry does not earn much from each viewer, so they were was reluctant to spend enough to measure audiences properly. But this week BARC has decided to embrace the Nielsen system for measuring digital viewing, which has been universally panned as too little too late. India anyway has a unique problem – while there are…

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