BARC back with OOH TV viewership ratings

The Broadcast Audience Research Council (BARC) is back with its out-of-home TV viewership ratings. The ratings were out on March 30, a day before the commencement of IPL 2023.
BARC has sent a message to all its subscribers, directing that all watermarked channels to be reported with both the TV and OOH viewership they garner, which would make it a comprehensive aggregation of audiences on the linear TV screen.
BARC launched its first service back in 2018. The council mentioned that it has become critical to address for OOH viewership to evaluate the actual reach of TV.
BARC will be elevating its audio watermarking technology and TV viewership measurement capabilities for its OOH TV ratings. It will be reporting the TV viewership happening in social gathering places like restaurants, pubs and in select cities.
BARC India’s OOH measurement, covering the trend of TV viewing outside homes, is a pre-subscribed service.