BARC India transitions from ‘Impressions’ to ‘Average Minute Audience’

BARC India transitions from ‘Impressions’ to ‘Average Minute Audience’

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India’s television measurement body BARC India has shifted from using the term ‘Impressions’ to ‘Average Minute Audience’ keeping in line with the global television measurement standards.

BARC’s weekly data releases on its website for Week 47 onwards (Saturday, November 21, 2020) have started reflecting ‘Average Minute Audience’ abbreviated as ‘AMA’ in cognizance with the Technical Committee. The change in terminology has already started reflecting on YUMI Analytics for BARC India subscribers effective 1st December 2020.

BARC India transitions from 'Impressions' to 'Average Minute Audience'
Derrick Grey

“At BARC India, it is our constant endeavor to ensure that our subscribers are provided with a currency which is true representation of What India Watches. At the same time, we are determined to provide our stakeholders with technology that is at par with global standards as well as clear metrics that match up to global metrics. We recently completed our transition to YUMI Analytics and as a step forward will move on to using AMA across data releases. We will continue to introduce world class practices and standards for our clients while evolving as a robust measurement body.”

Dr. Derrick Gray, Chief of Measurement Science and Business Analytics at BARC India

Average Minute Audience (AMA) is the number of individuals of a target audience who viewed an “Event”, averaged across minutes. The methodology of the calculation of AMA will continue to remain the same as that of Impressions with BARC India determined to evolve to keep up with changing times and provide the industry with metrics that clear and match with global standards and a true representation of ‘What India Watches’.

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