What is delaying Ekam’s rollout?

It’s been a little over two years since BARC India announced its much-awaited digital measurement service – Ekam – in April 2017. However, the independent third-party digital measurement service is yet to see the light of day. 

BARC India has appointed Nielsen India as its primary digital measurement partner, wherein Nielsen will fuse its global experience with India-specific adaptations to meet unique needs of the Indian market. 

BARC India officials have been asked on different forums regarding the commencement of Ekam’s service and every time they have responded that Ekam rollout would happen “soon”. 

Now it is learnt from senior industry sources in the know that there is a stalemate in the rollout process with both BARC and Nielsen holding each other responsible for the holdup. 

Industry sources told Adgully that BARC has been withholding payment to Nielsen India as it feels that Nielsen has been unable to provide a suitable solution acceptable to all stakeholders. 

A senior digital expert felt that the problem was that solution had been thought by “conventional media guys”. The expert further felt that it was erroneous to take a census medium and attempt to make it panel based. 

A senior media honcho, while refuting reports that BARC was withholding payment to Nielsen, told Adgully that the matter had been referred to a BARC committee and added that Nielsen would be compensated for the work that it had put in over the last two years for Ekam. 

Adgully had reached out to both BARC India and Nielsen India for more clarity on the issue. While BARC officials refrained from commenting on the issue, a response from Nielsen was awaited at the time of filing this report.