Dinesh jain
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Gearing up for its digital measurement initiative,
Broadcast Audience Research Council (BARC) India has re- named its viewership measurement metrics.
With effect from 14 January, the metric Rat’000 (ratings in thousands) will now be known as Impressions’000
(impressions in thousands).
BARC had rolled out television viewership data in April last year.
BARC has clarified that the new terminology does not
imply any change in the way television viewership is
measured. Nor will the introduction of Impressions’000
have any impact on past data BARC has released so far.
Meanwhile, BARC also informed that the metric Rat%
(ratings in percentage) will continue to be used as it is,
and will see no change.
“We are preparing for the future. When we get into digital
measurement, viewership will be measured in impressions and in order to maintain uniformity and avoid confusion, we decided to rename Ratings’000s to Impressions’000s,” said BARC India CEO Partho Dasgupta.
BARC renames viewership measurement metric | TelevisionPost.com
Broadcast Audience Research Council (BARC) India has re- named its viewership measurement metrics.
With effect from 14 January, the metric Rat’000 (ratings in thousands) will now be known as Impressions’000
(impressions in thousands).
BARC had rolled out television viewership data in April last year.
BARC has clarified that the new terminology does not
imply any change in the way television viewership is
measured. Nor will the introduction of Impressions’000
have any impact on past data BARC has released so far.
Meanwhile, BARC also informed that the metric Rat%
(ratings in percentage) will continue to be used as it is,
and will see no change.
“We are preparing for the future. When we get into digital
measurement, viewership will be measured in impressions and in order to maintain uniformity and avoid confusion, we decided to rename Ratings’000s to Impressions’000s,” said BARC India CEO Partho Dasgupta.
BARC renames viewership measurement metric | TelevisionPost.com
