BARC to offer integrated home and OOH TV tracking product

Television rating agency Broadcast Audience Research Council India on Monday said it will be launching an integrated TV and Out of Home (OOH) TV service .

It will be integrating TV and OOH TV viewership in its BARC India Media Workstation software. “The service will allow broadcasters and advertisers uncover more value and insights into the TV viewing behaviours both inside and outside the home. The data will be available in the planning module for agencies to plan effectively and account for this audience,” it said.

BARC India CEO Partho Dasgupta said that the new OOH offering will unlock great value for the entire broadcast ecosystem with big ticket events such as Cricket World Cup and IPL