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The Broadcast Audience Research Council of India (BARC) India has received 11 responses for its request for information (RFI) to measure online videos. Earlier in December 2015, BARC had issued a RFI with the intent of monitoring audience across media, including the Internet and mobile.

The responses came in from Kantar Media, IMRB, ComScore, Nielsen, MediaMetrie, Gracenote, Informate, GFK, Accenture, EY, eywa Media, Gemius and Verto Analytics.  BARC India will issue the Request for Proposal (RFP) soon and the partner for the venture will be announced in couple of months.

BARC said that its intent through its foray into digital measurement, is to measure total unduplicated audiences across all devices and platforms, measuring combined program impressions or advertisements regardless of where and how content or ad is being consumed, through a Single Source Panel.

For the Internet (and Mobile), they’re looking to measure: ad breaks in live streams, pre-roll and mid-roll videos, and targeted/addressable advertising linked to the content on broadcaster sites or social media or any other website/apps.”

Details for measurement

Those responding to BARC will need to detail how measurement is done:

– How their offerings work.
– What types of video, devices and platforms the company is able to measure.
– At what level of detail.
– Whether the approach requires third party action (eg tagging, encoding or API).

MediaNama’s take

BARC has set ambitious targets to measure how online videos are being watched considering the distributed nature of the Internet. BARC will also have to take into account videos being watched on Facebook  and it remains to be seen if the ratings should help in settling the debate on Facebook’s tall claims.

What will be possible, however, is measurement via tie-ups with specific content creators on specific platforms. There is incentive for broadcasters to allow measurement of content on their own streaming sites (especially live streaming), in order to enable what will be cross-platform advertising deals. Once platforms see the benefit of adapting to standards set by BARC, that universe will grow.

Television broadcasters follow a ratings-based approach and are unwilling to move from television as there are no ratings for online videos. BARC’s ratings should go a long way to convince television executives to move their content on the Internet.