BARC, three other viewership measurement agencies form a global alliance

BARC (India), Mediametrie (France), Numeris (Canada) and Video Research (Japan) collaborate to align audience measurement operational processes and technical standards across the globe

Broadcast Audience Research Council (BARC), which provides television viewership measurement to the Indian broadcast and advertising ecosystem, has joined hands with three other viewership measurement agencies to form the Global Alliance for the Measurement of Media Audiences (GAMMA). The Indian viewership measurement agency has collaborated with Mediametrie (France), Numeris (Canada) and Video Research (Japan) on future audience measurement initiatives, including development of common technical standards and operational processes.

The four founding nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of $78 billion, which amounts to 15 per cent of the total