As reported earlier, BARC had launched its OOH TV viewership measurement service in 2018. This was first started in three metro cities of Delhi, Mumbai and Bangalore, and has now significantly expanded the coverage to 120+ urban towns and cities.
BARC India has also expanded its panel to 40,000 metered homes within the committed timeline of March 2019.
Analysts say that the combination will allow broadcasters and advertisers uncover more value and insights into the TV viewing behaviours both 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.
BARC India CEO Partho Dasgupta commented: “We believe in Innovation 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 Indian Premier League coming up.”