India CTV Ratings Blackout and Measurement Reform
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At a glance
This topic covers the blackout of television ratings for connected TV in India and the push for measurement reform. As of October 16, 2026, the BARC ratings blackout persists, and the CTV industry plans to create an independent measurement framework. Agreed ratings matter because they underpin pricing and allocation of television advertising budgets, leaving buyers and sellers without common currency during a blackout.
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India CTV Industry Plans Independent Ratings Framework
On October 16, 2026, India's connected TV industry moved to create its own independent measurement framework as the BARC ratings blackout continued. With no prior alternative in place, the plan marks a shift from dependence on BARC data toward industry-led measurement.
It matters because ratings underpin pricing and allocation of television advertising budgets, and a prolonged blackout leaves buyers and sellers without agreed currency. The framework remains in planning, with no resolution of the blackout yet.
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