MUMBAI: The Broadcast Audience Research Council (BARC India) has come out with its report on Out Of Home (OOH) viewership measurement for the months of April and May. Sports have been responsible for 70% of the total television viewership coming out of home courtesy tournaments such as the Indian Premier League. This prompted many restaurants, cafes, lounges and pubs to showcase those channels on which the matches were aired.
More than 1500 meters used in 900+ establishments in the cities of Mumbai, Bangalore and New Delhi for BARC’s OOH measurement. Individuals who are aged 15 and above were taken into consideration.
Out of the 44 million people who watched television outside their homes, 33.3 million of them watched IPL matches live in those three cities during the two months.
BARC India has been innovative this time in leveraging its audio watermarking technology and proven measurement capabilities that reveals a critical share of TV viewership which couldn’t have been measured earlier.
“Our aim is to measure different screens and pipes and OOH is an extension of that commitment. There is a large population that consumes content on TV which is outside the bounds of home. We realised that it was important to capture those viewers as well. Before we launched rural viewership, there was blind targeting. But, inclusion of rural TV viewership helped advertisers uncover the potential of these areas. We are hoping that OOH viewership will help give better insights to advertisers and provide new opportunities,” Partho Dasgupta, CEO, BARC India was quoted as saying to the newspaper, Business Standard.
