asiCast 101: Measuring out-of-home sports viewing in India
India has many religions and the one that most Indians have in common is cricket. In the spring of 2019 the festival of the annual Indian Premier League coincided with the International Cricket Council’s World Cup competition and broadcasters were concerned that unreported audiences would result in substantial losses of revenue – whilst advertisers were concerned at the opportunities lost to them.
In this asiCast, Richard Marks our Research Director speaks to Derrick Gray, Chief of Measurement Sciences at BARC, India’s television measurement provider, about the Out-of-Home Service they launched to address these concerns. The significance of this initiative was highlighted after the service had been introduced when some individual stations had viewing uplifts to the cricket of up to 125%.
Richard and Derrick discuss BARC’s plan to progress the service and highlight some of the problems associated with measuring other genres out of home.
Derrick Gray is speaking at the 2019 asi International Television & Audio Conference on 6th-8th November in Prague, Czech Republic.
To listen to the interview, press play below or click here.
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