This first-of-its-kind integration of in-home and OOH TV viewing will allow BARC India subscribers to understand the overall viewership garnered on TV and the combined impact of the two mediums.
BARC set to launch integrated in-home, Out of Home TV measurement services
Television rating agency Broadcast Audience Research Council (BARC) India Monday said it would be launching an integrated TV and Out of Home (OOH) TV service to allow broadcasters and advertisers to uncover more value and insights into TV viewing behavior.
It said in a statement that this first-of-its-kind integration of in-home and OOH TV viewing will allow BARC India subscribers to understand the overall viewership garnered on TV and the combined impact of the two mediums.
BARC India will integrate TV and OOH TV viewership in its BARC India Media Workstation (BMW) software.
“The service will allow broadcasters and advertisers to uncover more value and insights into the TV viewing behaviors inside and outside the home. The data will also be available in the planning module for agencies to plan effectively and account for this audience,” it said.
It has a panel of 40,000 metered homes to measure TV viewing at home. In 2018, BARC started measuring OOH TV viewership in Delhi, Mumbai, and Bangalore and has expanded the coverage to over 120 urban towns and cities.
BARC India CEO Partho Dasgupta said that the new OOH offering will unlock great value for the entire broadcast ecosystem with big-ticket events like the Cricket World Cup and Indian Premier League (IPL).”
