Here's how IPL could explore potential beyond TV homes

BARC data reveal that in the first two weeks since the new service was launched, the IPL registered a cumulative reach of 9.5 million viewers in case of out-of-home.

The recent initiative by the Broadcast Audience Research Council (BARC) to provide viewership data outside homes has given television channels an opportunity to better understand audience trends of key shows. The ongoing Indian Premier League (IPL) is likely to be among the first to benefit from BARC’s move.

Broadcaster STAR India can now get viewership data of IPL matches viewed in homes and outside households — at restaurants, bars and pubs in select cities.

STAR India MD Sanjay Gupta says that as more viewership data will now be available, advertisers can better target their audience through IPL. And broadcasters can