TAM and VTION launch CTV Ad Pulse to measure Connected TV ads during IPL 2026

MUMBAI: As advertisers chase viewers from the living room to the login screen, TAM and VTION are tuning in to what happens after the ad appears. TAM Media Research and VTION have launched CTV Ad Pulse, a new audience measurement platform designed to help advertisers, agencies and media planners understand how advertising campaigns perform on Connected TV (CTV) platforms.

The solution was introduced during Indian Premier League, one of India’s largest advertising events, as marketers increasingly look for more reliable ways to measure campaign effectiveness across rapidly growing CTV audiences.

CTV Ad Pulse combines TAM’s advertising monitoring capabilities with VTION’s Connected TV audience measurement technology, offering advertisers a more complete picture of both advertising exposure and audience engagement. The platform moves beyond simply identifying when an advertisement appeared and aims to show who actually watched it.

The launch comes at a time when Connected TV is attracting larger audiences and a growing share of advertising budgets. As viewing habits continue to shift from traditional television to internet-enabled screens, advertisers are demanding deeper insights into campaign delivery, reach and viewer behaviour.

The new solution provides advertisers with information on audience profiles exposed to their campaigns on Connected TV platforms, reach and frequency metrics across categories and competing brands, viewer demographics across NCCS segments and geographies, and campaign performance across key markets.

Speaking about the launch, TAM Media Research CEO LV Krishnan said the industry requires more meaningful measurement tools as Connected TV becomes a more important advertising medium.

He added, “As Connected TV grows in importance for advertisers, the industry needs measurement solutions that can evaluate campaign reach and frequency. He added that the collaboration between TAM and VTION is designed to help advertisers understand how effectively their campaigns reach viewers on Connected TV during major events such as IPL.”

A key differentiator for the platform is its ability to integrate audience measurement across screens. According to VTION, its patented passive measurement technology now extends from smartphones to Connected TV environments.

Commenting on the development, VTION founder and CEO Manoj Dawane highlighted the scale of the company’s measurement panel.

He added, “The rapid growth of Connected TV has created a new measurement requirement for the industry. He noted that VTION’s patented passive measurement technology now extends to Connected TV through a panel drawn from its opted-in smartphone user base of more than 100,000 participants. He added that advertisers can now measure cross-screen audience behaviour and campaign reach through a single unified panel, making CTV Ad Pulse the first solution of its kind to bring this capability to market.”

By combining advertising occurrence data with audience viewing behaviour, the platform aims to provide advertisers with richer insights into campaign effectiveness and media planning decisions.

As Connected TV continues to emerge as one of India’s fastest-growing media environments, the launch of CTV Ad Pulse signals a broader shift towards more sophisticated audience measurement, helping brands ensure that every impression counts long after the ad has aired.