Ravi Dixit joins Kantar Media as as Director — development and delivery within the Barb team

London: Kantar Media has brought in Ravi Dixit as director, development and delivery within its Barb team, adding a seasoned cross-media researcher to the engine room of Britain’s audience measurement system.

Dixit will work on measuring video consumption across publishers and screens, large and small, in the United Kingdom, helping maintain and upgrade what the industry regards as the gold standard for audience metrics.

The hire signals Kantar’s push to keep pace with a video market splintered across platforms, devices and formats, where advertisers increasingly demand unified, credible numbers.

Dixit arrives with a career spanning decades across digital, print, radio and television, cutting across product management, market insights, audience research, consumer insights, sales and academia. The through line is measurement: how media works, who it reaches and what it delivers.

Before Kantar, Dixit was product manager, consumer insights at Samsung Ads in Toronto from 2022 to 2024. Earlier, Dixit combined academia and research as visiting lecturer and PhD student in digital media audiences at the University of Southampton. The doctoral work examined how digital data trails are converted into advertising signals and how consumers trade data for access and incentives.

Google forms a large chapter of the résumé. In New York, Dixit served as advertising research manager, leading effectiveness studies for top CPG, QSR and automotive clients, building cross-media planning approaches from complex datasets and advising on measurement for products such as YouTube and Search. That included auditing third-party methodologies and feeding market intelligence back into product development.

As head of market insights for Google India, Dixit steered the research agenda around digital and cross-media effectiveness, mobile measurement and consumer insights in a mobile-first market. The role involved working with industry bodies to shape digital measurement standards in India.

Entertainment and broadcasting experience runs deep. At Disney India, as director research, Dixit aligned research calendars with programming and marketing, ran segmentation and content testing across nine channels and oversaw brand tracking across age groups from children to adults.

At UTV Broadcasting, as vice president for research and strategic planning, Dixit focused on key markets and conversion formats, and led a national award-winning study on Indian youth in 2010, later presented at the Market Research Society of India seminar.

Earlier still, at aMap, Dixit headed research and knowledge management, helping drive acceptance of India’s only overnight television panel and setting up the country’s first TV audience research laboratory with MICA.

Academia featured strongly at MICA, where Dixit served as assistant professor, launched the MICAVAANI community radio station, built industry linkages and developed courses in media marketing, planning and research, alongside running India’s first postgraduate programme in broadcasting management.

The career began on the commercial side, with roles at Max Life Insurance and a long stint at The Times of India, where Dixit handled category sales, territory planning and new business, achieving sales of Rs 3 crore in an assigned category.

The specialisms now read like a map of the modern media business: consumer insights, media research, branding, planning, marketing and sales, audience measurement and strategic planning for broadcasters.

For Kantar and Barb, the bet is straightforward. As viewing scatters and currencies fragment, measurement expertise becomes strategic muscle. Dixit’s task is to turn messy data trails into trusted signals for a market that runs on numbers.

In the battle for attention, what gets measured gets bought. And in Britain’s video economy, the meters just got a new mind behind them.