BARC Expands and Integrates Viewing Measures

In Mumbai, audience measurement and analytics body BARC India has announced it will integrate an expanded Out of Home (OOH) TV viewing measurement service with in-home TV viewing data on its Media Workstation (BMW) software.

The move should allow subscribers to understand the combined impact of the two media, and will also be available in BARC's Planning module. BARC began OOH TV viewership measurement last year in the three metro cities of Delhi, Mumbai and Bangalore, and has now expanded coverage to more than 120 towns and cities. It has also just completed on schedule the expansion of its panel size to 40,000 metered homes, improving its representation of India's 836m TV-owners.

CEO Partho Dasgupta (pictured) comments: 'Innovation is a part of our DNA 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'.

BARC India (Broadcast Audience Research Council) is a Joint Industry Company founded by stakeholder bodies that represent broadcasters, advertisers, and advertising and media agencies - and is online at 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.