According to the announcement, the newly-launched TeleWeb Audience Measurement is the first and only ‘cross media consumption behaviour data service’ in the country.

The service will provide data and analytics on the consumption of content across TV and online platforms. It will start with a sample spread across six metros (large cities) and will be reported on a monthly basis.

“We are delighted to partner TAM Media and bring to the industry the first measurement of two screens,” said Hemant Mehta, senior vice president, IMRB International. “With content increasingly becoming platform agnostic, we believe this is an important step in measuring the total reach across platforms.

“Besides providing the content owners an understanding of the size and profile of their audiences across digital and TV, the TeleWeb Audience Measurement service will also help advertisers identify new, interesting and cost efficient communication opportunities.”