TAM and VTION introduce CTV ad measurement as IPL 2026 boosts CTV viewership

TAM Media Research and VTION on Monday announced the launch of CTV Ad Pulse, a new measurement solution aimed at helping advertisers, agencies and media planners track audience delivery of advertising campaigns on Connected TV platforms.The product was introduced during IPL 2026 and combines TAM’s advertising monitoring capabilities with VTION’s Connected TV audience measurement to offer a consolidated view of ad exposure and viewer engagement on CTV.As Connected TV viewership and ad spends continue to rise, advertisers are increasingly seeking measurement systems that go beyond ad occurrence tracking. CTV Ad Pulse brings together advertising activity and audience viewing behaviour into a single framework, enabling campaign-level assessment across platforms.The solution offers insights into the audience profile exposed to ads on Connected TV, campaign reach and frequency at a category and competitive level, viewer segmentation across NCCS and geographies, and campaign delivery across key markets.Commenting on the launch, LV Krishnan, CEO of TAM Media Research, said the fragmentation of measurement systems has made it difficult for advertisers to clearly assess campaign delivery on emerging platforms. He added that the collaboration with VTION is designed to help advertisers understand reach and frequency on Connected TV, particularly during high-impact events such as the IPL.Manoj Dawane, founder and CEO of VTION, said the product extends the company’s patented passive measurement technology, which currently operates on a panel of over 100,000 opted-in smartphone users, to Connected TV. He noted that CTV panellists are drawn from the same smartphone panel, allowing advertisers to measure cross-screen audience behaviour and campaign reach using a single, unified panel.With the launch of CTV Ad Pulse, TAM Media Research and VTION are looking to provide advertisers and media planners with deeper visibility into Connected TV campaign performance, as the platform emerges as one of the fastest-growing segments of India’s media and advertising ecosystem.