Whalesbook
New Rules Mandate Cross-Platform Data
The Ministry of Information and Broadcasting (MIB) has introduced major changes to India's TV audience measurement, expanding beyond traditional TV to include the growing digital media landscape. New rules require combining viewing data from streaming services, smart TVs, and other digital screens for a complete picture of content consumption. This shifts from the old system, which focused on cable and DTH, reflecting how Indian consumers now engage with media.
A key change stops artificial boosts in channel viewing from default set-top box placements. These 'landing page' views can now only be used for marketing, aiming to stop distortions affecting ad prices and media planning in India's large advertising market, estimated at ₹1.55 lakh crore in 2025.
Digital Growth Drives Measurement Needs
These reforms come amid major shifts in India's media and entertainment sector. Digital advertising has grown rapidly, making up about 60-64% of total ad spending in 2025-2026, much faster than traditional media. While TV ad revenues are flat or falling (projected to drop to ₹32,855 crore in 2025), Connected TV (CTV) is growing fast, expected to reach about Rs 8,000 crore by 2026.
The overall Indian media and entertainment sector grew 9% in 2025 to ₹2.78 trillion, fueled by digital media, ads, and live events. The MIB's push for cross-platform measurement addresses the growing gap between how audiences watch content and how it's measured.
Panel sizes will expand to 80,000 homes within 18 months, eventually reaching 120,000, to improve accuracy and better reflect different viewing habits. This is vital as the industry tries to combine different data sources from various platforms, which can lead to scattered data and misspent ad budgets.
Competition and Governance Challenges
The Broadcast Audience Research Council (BARC) India is currently the only registered TV audience measurement company. The new framework makes it easier for new companies by lowering the minimum net worth needed to Rs 5 crore from Rs 20 crore. However, BARC's established infrastructure and industry backing make it a tough competitor.
BARC earns money as a fixed percentage of broadcaster ad revenue, giving it good visibility, though its profits fell to Rs 15.7 crore in FY25 from Rs 19.25 crore in FY24. Past issues with transparency and trust have affected the TRP system, including claims of manipulation and unrepresentative samples.
Rules on shared ownership remain, preventing broadcasters, advertisers, and agencies from owning over 10% (except BARC as a joint industry body). Stronger company rules, requiring independent directors, aim to reduce conflicts of interest. However, actually creating a unified cross-platform measurement system is complex and needs everyone in the industry involved, not just BARC. Following the Digital Personal Data Protection Act, 2023, adds major data management challenges for all measurement agencies.
Shaping Future Advertising
These new rules are set to greatly change India's media measurement system. By requiring cross-platform data and increasing transparency, the MIB aims to create a fair and trustworthy basis for ad prices and media plans. This is needed to match how people in the country consume content digitally and ensure ad spending brings expected results.
Success depends on BARC's ability to adapt and use new tech, and on new competitors emerging who can handle the market and rules. Audience measurement in India is moving to a more combined, data-based method, vital for advertisers trying to spend wisely across a complicated mix of media.