ratings-suspension
With TRPs suspended at the start of the crucial festive planning cycle, advertisers may divert budgets to digital platforms where campaign performance can be measured in real time
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
The directive, communicated by BARC to its subscribers on Monday, comes less than a month of an earlier order issued in May
Imran Fazal Jun 3, 2026 1:19 PM