The Broadcast Audience Research Council (BARC
India) recently launched its out of home
(OOH) viewership measurement and has come out with some television viewing trends.
In the April-May period, of the total TV viewership
coming from out of home, sports accounted for 70 per cent of viewership. This was followed by Movies with 10 per cent and Music with 8 per cent viewership. The trend is in line with the fact that these were sports-heavy weeks and thus saw many restaurants/pubs/lounges showcasing channels that were airing the matches. Data also shows that the viewership for sports genre was driven by channels on which IPL was aired.
measurement tracks viewing of individuals who are aged 15 years and above across 900+ establishments in Mumbai, Delhi, and Bangalore, using 1,500+ meters.
A total of 44 million people, in this target group, viewed TV in pubs/lounges/restaurants etc in the three cities during April-May. Of this, 33.3 million viewers watched Live IPL matches.
India leveraged its audio watermarking technology and proven measurement capabilities to expand TV viewership
measurement to OOH.
This pre-subscribed service is a game changer for the industry as it uncovers a significant share of TV viewership
which wasn’t being measured until now.
“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,” said Partho Dasgupta, CEO, BARC