cross-media

India’s ₹1.55 Lakh Cr ad market has a measurement problem. Digital is winning by default

India's Ad Market Faces Measurement Crisis as Digital Dominates?blur=25

With IRS stalled, BARC ratings disrupted, no common OOH currency & radio seeking relevance, measurement gaps are making traditional media harder to justify - pushing ad dollars towards digital

Kanchan Srivastava 1 day ago

Can television ever have a single currency again?

The Future of Television Measurement: Can a Single Currency Return??blur=25

Marketers and brand leaders are unanimous that TV measurement needs to go beyond traditional reach, frequency metrics by combining cross-media audience measurement with richer content intelligence

Shantanu David Jul 3, 2026 8:57 AM

Jiomart top new brand in e-comm grocery category across mediums in Jan-May '21: TAM

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Ad volumes of the Ecom-Food/Grocery category on TV rose by 45% year-on-year in Jan-May'21

exchange4media Staff Jul 21, 2021 9:19 AM