TAM MEDIA RESEARCH and VTION have announced the launch of CTV Ad Pulse, a new measurement solution designed to help advertisers, agencies and media planners understand the audience delivery of advertising campaigns on Connected TV (CTV) platforms.
Introduced during IPL 2026, CTV Ad Pulse combines TAM’s advertising monitoring capabilities with VTION’s Connected TV audience measurement to provide a comprehensive view of advertising exposure and audience engagement on CTV, a media release said.
As Connected TV continues to attract larger audiences and greater advertising investments, marketers increasingly seek reliable measurement of campaign delivery beyond ad occurrence tracking. CTV Ad Pulse addresses this requirement by bringing together advertising activity and audience viewing behaviour into a unified measurement framework.
The solution provides insights into:
• Profile of the Audience exposed to their advertising on Connected TV platforms
• Reach and frequency of advertising campaigns for their category including competition
• Viewer profile across NCCS and Geographies
• Campaign delivery across key markets
Commenting on the launch, LV Krishnan, CEO, TAM Media Research, said: “As Connected TV becomes an increasingly important medium for advertisers, the industry requires measurement solutions that help understand at a basic level, an ad campaign’s reach and frequency delivery. In this era of fragmented measurement systems, TAM and VTION have collaborated to create CTV Ad Pulse that is designed to help advertisers evaluate how their campaigns are reaching viewers on Connected TV during high impact events such as IPL.”
With the launch of CTV Ad Pulse, TAM Media Research and VTION aim to support advertisers and media planners with richer insights into Connected TV campaign delivery, helping them make more informed investment and planning decisions in one of India’s fastest growing media environments.
