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BARC India introduces new terminology for viewership metric

BARC India introduces new terminology for viewership metric

Author | exchange4media News Service | Thursday, Jan 14,2016 8:02 AM

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BARC India introduces new terminology for viewership metric

Eight months after it launched its TV Ratings service, the Broadcast Audience Research Council (BARC) India has re-named its popular viewership measurement metric Rat'000 as Impressions'000.

The new viewership metric will become effective from today, January 14, 2016 (when data for Week1/2016 is released). For the users of BARC India data, 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 that BARC India has released. The metric Rat% will continue to be used as it is.

 The decision to introduce this new terminology has been taken to avoid confusion in the marketplace as BARC India gears up for its digital measurement initiative.

"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 Partho Dasgupta, CEO, BARC India.

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