BARC India has looked to match global television measurement standards by transitioning from using the term 'Impressions' to 'Average Minute Audience' (AMA).
Data released via the BARC India website from week 47 (Saturday, 21 November 21 2020) onwards will reflect AMA. The change in terminology started reflecting for BARC India subscribers from 1 December 2020.
According to a statement from the measurement body, BARC India is determined to evolve to keep up with changing times and provide the industry with metrics that are clear, match global standards, and that are a true representation of 'what India watches'.
Average Minute Audience (AMA) is defined as the number of individuals of a target audience who viewed an 'event', averaged across minutes. The methodology for the calculation of AMA will continue to remain the same as that of Impressions.
Dr. Derrick Gray, chief of measurement science and business analytics, BARC India, said, “At BARC India, it is our constant endeavour to ensure that our subscribers are provided with a currency which is a 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.”