HomeFinanceBARC India renames impressions to typical minute audience (AMA)

BARC India renames impressions to typical minute audience (AMA)


The methodology for the calculation of AMA will continue to stay the very same as that of Impressions.

BARC India has transitioned from applying the term ‘Impressions’ to ‘Average Minute Audience’, abbreviated as ‘AMA’, in cognizance with the Technical Committee. Data releases by means of the BARC India web page for Week 47 (Saturday, November 21, 2020) onwards will reflect AMA. The alter in terminology began reflecting on YUMI Analytics for BARC India subscribers from December 1, 2020 onwards.

“As a 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,” the business mentioned in a statement.



Average Minute Audience (AMA) is defined as the quantity of men and women of a target audience who viewed an “Event”, averaged across minutes. The methodology for the calculation of AMA will continue to stay the very same as that of Impressions. According to Derrick Gray, chief, measurement science and enterprise analytics, BARC India mentioned. “At BARC India, it is our constant endeavor 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,” he added.



BARC India is registered with the Ministry of Information and Broadcasting (MIB) as a self-regulated, not-for-profit joint sector physique that delivers the most genuine audience estimates of What India Watches to broadcasters, advertisers and marketing agencies. The significant information driven insights generated by BARC India, powers effective media spends and content material choices in a hugely dynamic and increasing tv sector.

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