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.