The TV viewership measurement agency the Broadcasters Audience Research Council (BARC) has launched out of home (OOH) viewership data. Experts say that this will give a major boost for broadcasters as well as sports broadcasters.
OOH means that BARC India will now be able to report TV viewership that happens in social hot-spots like restaurants, pubs, and bars in select cities.
BARC India CEO Partho Dasgupta said: “With our commitment to measure ‘What India Watches’, it was a natural step for us to measure OOH viewing. This is also aligned with our goal of measuring content wherever it plays- irrespective of screen or pipe. Measuring Out Of Home viewing is another initiative towards this objective. The robust technology backbone we have set up allowed us to seamlessly measure out of home viewing. We will continue to offer more such path-breaking services that yield sharper insights to industry.”
He added that BARC believes that this service will be a game changer for the industry as it uncovers a significant share of TV viewership that wasn’t being measured until now.
At present, OOH measurement service tracks viewing across 900+ establishments in Mumbai, Delhi, and Bangalore, using 1500+ meters.
Also, BARC India’s OOH measurement is a pre-subscribed service. Star is the first network to subscribe to this service for the ongoing Indian Premier League (IPL).
As per available data, OOH viewing generated a total of 19.4 million impressions for the first 8 IPL matches in the three cities. This, if compared to BARC India’s currency panel in these markets, is an additional 10% viewership.
As per BARC, the OOH data is sample study across Delhi, Mumbai, and Bangalore. If a study was done for other similar cities one could expect to see a comparable lift in viewership.
This is the second major initiative of BARC after recent launch of subscription-based service called ‘PreView’.
BARC India CEO Partho Dasgupta said: “With our commitment to measure ‘What India Watches’, it was a natural step for us to measure OOH viewing. This is also aligned with our goal of measuring content wherever it plays- irrespective of screen or pipe. Measuring Out Of Home viewing is another initiative towards this objective. The robust technology backbone we have set up allowed us to seamlessly measure out of home viewing. We will continue to offer more such path-breaking services that yield sharper insights to industry.”
He added that BARC believes that this service will be a game changer for the industry as it uncovers a significant share of TV viewership that wasn’t being measured until now.
At present, OOH measurement service tracks viewing across 900+ establishments in Mumbai, Delhi, and Bangalore, using 1500+ meters.
Also, BARC India’s OOH measurement is a pre-subscribed service. Star is the first network to subscribe to this service for the ongoing Indian Premier League (IPL).
As per available data, OOH viewing generated a total of 19.4 million impressions for the first 8 IPL matches in the three cities. This, if compared to BARC India’s currency panel in these markets, is an additional 10% viewership.
As per BARC, the OOH data is sample study across Delhi, Mumbai, and Bangalore. If a study was done for other similar cities one could expect to see a comparable lift in viewership.
This is the second major initiative of BARC after recent launch of subscription-based service called ‘PreView’.
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