BARC India measures out-of-home TV viewership; Star India first subscriber

Star India has been the first network to subscribe to this service for the ongoing Indian Premier League (IPL)

The Broadcast Audience Research Council of India (BARC) has expanded its TV viewership measurement service by entering a new segment beyond traditional viewing at home. Leveraging its audio watermarking technology and measurement capabilities, BARC India has launched Out-Of-Home (OOH) TV viewership measurement. With this, the agency will now be able to report TV viewership in hotspots like restaurants, pubs and bars in select cities.

BARC India’s OOH measurement, which captures the growing trend of TV viewing outside homes, is a pre-subscribed service. It uncovers a significant share of TV viewership that was not being measured until now, especially for events