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BARC India: 70% of total viewership on OOH in April-May from sports genre

A total of 44 million people in this TG viewed TV in pubs/ lounges/ restaurants in Mumbai, Delhi and Bangalore during this period. Of this, 33.3 million viewers watched live IPL matches

The Broadcast Audience Research Council (BARC) India has come out with a study on Out Of Home (OOH) viewership, which states that 70% of the total viewership came from sports in the months of April and May. This was followed by movies with 10% and music with 8% viewership.

BARC India had recently launched its OOH viewership measurement along with IPL 2018. The OOH measurement tracks viewing of individuals who are aged 15 years and above across 900+ establishments in Mumbai, Delhi and Bangalore, using 1500+ meters.

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This viewership 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 the sports genre was driven by channels on which IPL was aired. A total of 44 million people, in this TG, viewed TV in pubs/ lounges/ restaurants in the three cities during April-May. Of this, 33.3 million viewers watched live IPL matches.

The live telecast of the just-concluded IPL edition garnered 23.7 million Impressions from OOH viewing. An increment of 8% over the viewership generated from TV homes in these markets in the 15+ TG. 

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BARC 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.

Partho Dasgupta

“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 India.

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