MUMBAI: Keeping in line with global television measurement standards, BARC India will transition from using the term ‘impressions’ to ‘average minute audience (AMA)’, in cognisance with the technical committee.

Data releases via the BARC India website for week 47 (Saturday 21 November, 2020) onwards will reflect AMA. The change in terminology started reflecting on YUMI Analytics for BARC subscribers from 1 December 2020.

In a statement, BARC India emphasised its determination to evolve with changing times and provide the industry with metrics that are clear, match global standards, and 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.

BARC India measurement science and business analytics chief Dr. Derrick Gray said, “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.”