CASE STUDIES

Expanding Digital Audience Measurement for BARC India with a Cross-Platform Data Collection Platform

Customer

Broadcast Audience Research Council (BARC) India.

Background

BARC India is the country’s official television audience measurement organization, providing audience insights that help broadcasters, advertisers, and media agencies make informed content and advertising decisions. Built on one of the world’s largest TV measurement systems, BARC has expanded its focus to understanding digital media consumption across OTT, mobile, connected TV, web, and emerging digital platforms.

Problem Statement

BARC’s application was designed to collect digital consumption insights, but its existing capabilities were limited in terms of platform coverage and data granularity.

Key challenges included:

Limited visibility into user activity across OTT platforms, media players, browsers, social media, shopping applications, and connected TV devices.
Difficulty capturing standardized media session data across Android, iOS, mobile, and CTV ecosystems.
Lack of an end-to-end data pipeline for collecting, categorizing, and delivering large-scale digital usage data.
Device-specific operating system restrictions created inconsistencies in data collection across OEM devices.
The platform required a secure and privacy-compliant approach to collect audience insights without exposing personally identifiable user information.

Solutions

Logituit engineered a scalable digital audience measurement platform to extend the application capabilities across devices and applications.

Enhanced mobile accessibility and media session tracking to capture digital consumption across OTT, media players, browsers, shopping, and social media applications.
Implemented OCR-based data extraction and UI pattern analysis to maintain reliable data collection across changing application interfaces and version updates.
Developed an Android framework for automated background synchronization, ensuring continuous and reliable data capture.
Built secure APIs and an end-to-end data delivery pipeline to transmit device-level insights to BARC’s central analytics platform.
Designed and developed a centralized dashboard for data categorization, visualization, and analysis across multiple application types and device ecosystems.
Delivered a complete front-end and back-end architecture with device-specific handling for customized Android operating systems, including OEM implementations such as Xiaomi.
Implemented privacy-first data collection mechanisms aligned with platform security policies and user consent requirements.

Business Impact

Expanded digital audience measurement beyond traditional media applications to include OTT, browsers, social media, shopping apps, and connected TV platforms.
Increased the breadth and quality of audience insights by enabling standardized data collection across multiple operating systems and device categories.
Simplified large-scale data analysis through centralized categorization and visualization, improving research efficiency.
Strengthened platform reliability with stable data collection across frequent application updates and OEM-specific Android customizations.
Enabled secure, privacy-compliant audience measurement while adhering to user consent and platform security guidelines.
Improved the accuracy of content consumption and advertising analytics, providing richer insights for media planning, campaign measurement, and content monetization.

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