BARC to launch integrated TV, OOH tracking services

Television rating agency Broadcast Audience Research Council (BARC) India this week said that it is planning to launch an integrated TV and Out of Home (OOH) TV service to allow broadcasters and advertisers to “uncover more value and insights into the TV viewing behaviour”.

According to the agency, this a first-of-its-kind integration of in-home and OOH TV viewing, and will allow its subscribers to understand the overall viewership garnered on both the TV and OOH platforms, and the combined impact of the two mediums. The integration will be done on the BARC India Media Workstation (BMW) software.

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