Connected TV in India has gone from a slide in the appendix to the section the CMO opens to first. The growth is the easy part of the story. The harder part is what it does to your measurement framework.
Why CTV breaks linear-only thinking
CTV viewers overlap with linear viewers in ways that shift through the day, the week and the season. Treating CTV as an extra panel on top of TV — instead of part of the same exposure history — leads to inflated reach and invisible frequency build-up.
What you should be able to answer
- What's the deduplicated reach of my CTV plus linear plan against the same audience?
- How much new audience is CTV adding that wasn't already exposed on linear?
- What's the frequency distribution across the combined plan, by household and by individual?
- Which CTV environments are driving downstream search and commerce response?
The next 12 months
Expect more pressure on standardised cross-media currencies, more interest in person-level (not panel-only) measurement, and more advertisers asking broadcasters and CTV platforms to prove incremental contribution rather than just aggregate impressions.