BARC India Launches 'Premium Home' Viewing Measure

National audience currency provider BARC India has announced the launch of 'PrimaVU', a product designed to measure viewing in 'premium homes' and offered as a separate product from the ad currency service.

PrimaVU introduces what BARC calls 'the industry first concept of 'Viewing Minutes'', which integrates the number of individuals watching an event and the time they spend doing so.

BARC says the launch is a response to demand from both broadcasters and advertisers to understand viewing in premium homes, and how to deliver advertising to them. The group is defined as the top 3% of the socio-economic strata in India's 'six megacities' (https://en.wikipedia.org/wiki/List_of_cities_in_India_by_population - we assume Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad - ?). Specific qualifying criteria for households include a minimum three rooms and a kitchen, central heating or AC in 2 rooms, ownership of a laptop/desktop or smartphone/tablet and a private car or 4-wheeler worth 10 lakhs or more. Members must also have travelled to a premium holiday destination.

Subscribers will get a dashboard including in-depth demographic & program level data, with critical insights on viewership trends. At launch the panel will measure TV viewing habits, with a move to cross-device measurement over time.

CEO Partho Dasgupta comments: 'We are extremely pleased to be a thought leader once again with a product like PrimaVU. This product will not only help observe if the viewership patterns of premium homes are different from that of other homes but also provide in-depth insights into this unexplored world. The industry has been very patient and valuable with their suggestions for this product. It will allow the industry to qualify the untapped upmarket audience segment better and get a stronger fix on affluent viewers'.

Web site: www.barcindia.co.in .