BARC ratings to be called impressions

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

BestMediaInfo Bureau | Delhi | January 14, 2016

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. Effective today, with the release of data of Week 1, 2016, the current Rat'000s will be referred to as Impressions 000s.

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

In a statement issued to the media, BARC India said, "Users of BARC India data may note that 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 BARC India has released so far."

"However, the metric Rat% will continue to be used as it is, and will see no change," clarified BARC India.

"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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