BARC India renames Impressions’000 as AMA’000

BARC India has made a significant change to its metrics, to “match global standards”.

In press communication, BARC India said it will rename Impressions’000 to AMA’000 (Average Minute Audience in ‘000s).

A statement from BARC India said, “Being an industry body, it is imperative to evolve and work continuously to provide the industry with data and metrics that match global standards.”

Impressions can be defined as the number of individuals in 000s of a target audience who viewed an “Event”, averaged across minutes. It is also known as TVT or Average Minute Audience.

Changes will be effective on all logins and modules from 1st December 2020.