BARC India Adds OOH TV Viewing

TV audience rating body BARC India has expanded its TV viewing measurement service through the launch of Out Of Home (OOH) metrics, allowing it to report figures for viewing in restaurants, pubs and bars in select cities.

BARC (The Broadcast Audience Research Council of India) was launched in 2015, and later that year partnered with Nielsen/Kantar joint venture TAM India to form a new meter management company providing ratings data as the 'sole trading currency' for the country. The new OOH service taps into BARC's audio watermarking audience measurement technology combined with its measurement capabilities, to initially track viewing across more than 900 establishments in Mumbai, Delhi and Bangalore, using over 1500 meters.

CEO Partho Dasgupta (pictured) comments: '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. The robust technology backbone we have set up has allowed us to seamlessly measure out of home viewing'.

Web site: www.barcindia.co.in .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.