Top Story


Home >> Media - TV >> Article

BARC India introduces new terminology for viewership metric

Font Size   16
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.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube