TAM partners with VTION to launch CTV ad measurement

Introduced during IPL 2026, CTV Ad Pulse combines TAM's advertising monitoring capabilities with VTION's Connected TV audience measurement

by e4m Staff
Published: Jun 23, 2026 7:59 AM | 2 min read

TAM Media Research and VTION have launched CTV Ad Pulse, a measurement solution for advertising campaigns on Connected TV (CTV) platforms, introduced during IPL 2026.
The solution integrates TAM's advertising monitoring with VTION's audience measurement to provide insights on audience exposure and engagement with CTV ads.
CTV Ad Pulse offers data on audience profiles, campaign reach and frequency, viewer demographics, and campaign delivery across key markets.
The collaboration aims to address the industry's need for reliable measurement of CTV advertising effectiveness, particularly during significant events like IPL.

TAM Media Research and VTION have announced the launch of CTV Ad Pulse, a new measurement solution designed to help advertisers, agencies and media planners understand the audience delivery of advertising campaigns on Connected TV (CTV) platforms.

Introduced during IPL 2026, CTV Ad Pulse combines TAM's advertising monitoring capabilities with VTION's Connected TV audience measurement to provide a comprehensive view of advertising exposure and audience engagement on CTV.

As Connected TV continues to attract larger audiences and greater advertising investments, marketers increasingly seek reliable measurement of campaign delivery beyond ad occurrence tracking. CTV Ad Pulse addresses this requirement by bringing together advertising activity and audience viewing behaviour into a unified measurement framework.

The solution provides insights into:

Profile of the Audience exposed to their advertising on Connected TV platforms
Reach and frequency of advertising campaigns for their category including competition
Viewer profile across NCCS and Geographies
Campaign delivery across key markets

Commenting on the launch, LV Krishnan, CEO, TAM Media Research, said: "As Connected TV becomes an increasingly important medium for advertisers, the industry requires measurement solutions that help understand at a basic level, an ad campaign’s reach and frequency delivery. In this era of fragmented measurement systems, TAM and VTION have collaborated to create CTV Ad Pulse that is designed to help advertisers evaluate how their campaigns are reaching viewers on Connected TV during high impact events such as IPL."

Manoj Dawane, Founder & CEO, VTION, added: “The rapid adoption of Connected TV has created a new measurement imperative for the industry. VTION’s patented passive measurement technology, which powers our 100,000+ smartphone panel, now extends to Connected TV — with our CTV panellists drawn directly from the same opted-in smartphone panel. This means advertisers can, for the first time, measure cross-screen audience behaviour and campaign reach with a single, unified panel. CTV Ad Pulse is the first product to bring this capability to market, and we are delighted to build it in partnership with TAM Media Research.”