I. Abstract
This paper presents the methodology followed by Broadcast Audience Research Council (BARC) India and Magic9 Media & Analytics Private Limited to develop a Viewer Attribution Model (VAM) to convert household level Return Path Data (RPD) into individual viewership data. The BARC currency panel data was used to attribute individual viewership to the RPD data. A conventional algorithmic model was developed using the principles of statistical matching and subsequently iteratively improved in order to produce better results. In parallel to the conventional algorithmic model, Machine Learning techniques were also explored. While the Machine Learning models did provide better accuracy...