Das ka Dum with Dr Bhaskar Das: Since television viewership measurement isn’t measuring digital access, do you still see value in the current metric in India? Or is it meaningless?

09 Jan,2020

This is a provocative question, but, as always, Dr Bhaskar Das answers this well. So, without further ado, Das ka Dum by Dr Bhaskar Das

 

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Q. Since television viewership measurement isn’t measuring digital access, do you still see value in the current metric in India? Or is it meaningless?

 

A. It is a reality that India is a multiscreen market as consumers are consuming content across format, anytime, anywhere. So it’s a matter of time when a platform-agnostic audience measurement system has to start. The question is not why but when. It would be beneficial for advertisers also as they would get a representative understanding of the viewers’ consumption journey and accordingly plan their contextual communication. From the demand side of the business, even the media owners would be able to get a hang of who is consuming what and when.

 

 

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