Campaign India Team
Mar 26, 2019

BARC India to launch integrated TV + OOH TV measurement service

Also reveals that it has expanded its panel to 40,000 homes

BARC India to launch integrated TV + OOH TV measurement service
BARC India has announced the expansion of its Out of Home (OOH) TV viewership measurement service. Starting this year, BARC India will be integrating TV and Out of Home TV viewership in its BARC India Media Workstation (BMW) software. This will allow BARC India subscribers to understand the overall viewership garnered on TV and the combined impact of the two mediums.
 
In 2018, BARC had started OOH TV viewership measurement in Delhi, Mumbai and Bengaluru. It has now expanded the coverage to 120+ urban towns and cities. 
 
It follows a study conducted for OOH measurement, which revealed that of the 836 million TV owning individuals, at least 10 per cent prefer visiting restaurants and eateries at least once a week. The new TV + OOH measurement will enable tracking the TV viewing drive of such individuals from their homes to these restaurants.
 
Partho Dasgupta, CEO, BARC India, said, “Innovation is a part of our DNA at BARC India and it has always been our resolve to empower the industry with deeper and sharper insights into the TV viewing habits of Indians, irrespective of the screen or pipe. Our latest OOH offering is one such endeavour and we are sure that it will unlock great value for the entire broadcast ecosystem with big ticket events like Cricket World Cup and the Indian Premier League."
 
The audience measurement and analytics body has also expanded its panel to 40,000 metered homes. 
 
Source:
Campaign India

Related Articles

Just Published

6 hours ago

Adobe’s APAC CMO: ‘There is a balance between ...

Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.

6 hours ago

When the pavement becomes a cancer ward

A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.

7 hours ago

Theblurr bets big on AI to redraw agency rules

The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.

8 hours ago

What makes a 'new-age agency' in 2025? Not hype

Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.