BARC India that recently launched out of home (OOH) viewership measurement has come out with some interesting television viewing trends. In the April-May period, of the total TV viewership coming from OOH, sports accounted for 70 percent of viewership. This was followed by movies with 10 percent, and music with 8 percent 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.
BARC’s OOH measurement tracks viewing of individuals who are aged 15 years and above across 900+ establishments in Mumbai, Delhi, and Bangalore, using 1500+ meters. 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. Live telecast of the just concluded IPL garnered 23.7 million impressions from OOH viewing. An increment of 8 percent over the viewership was generated from TV homes in these markets, in the 15+ TG.
BARC India leveraged its audio watermarking technology and proven measurement capabilities to expand TV viewership measurement to OOH. This pre-subscribed service uncovers a significant share of TV viewership which was not 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 realized 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.”