MxMIndia

Tag: Yumi

  • As per the Ministry of I&B’s directive

    BARC to resume individual news channel ratings

    By Our Staff

     

    BARC India, and the industry at large, have welcomeed the Ministry of I&B’s directive to resume the release of data for individual News channels. The data will be released as per the Augmented Data Reporting Standards for News and Special Interest genres.

     

    Notes a communique: “BARC India is currently working towards ensuring the seamless release of individual news channel data and intends to commence release with effect from our reporting Week 10, 2022. As per our reporting cycle, this data will be released to the market on Thursday, 17th March 2022. We have communicated the same to our clients and stakeholders.

     

    “The Augmented Standards entail the reporting of audience estimates for News and Special Interest genre channels on a 4-week rolling average basis, which would be released regularly every week along with the estimates for all other channels. All viewership data will be published on the same YUMI platform that all our subscribers use.

     

    “In the weeks leading up to the resumption of news channels ratings, BARC India will be reaching out to its constituents to sufficiently inform and educate them about the details of the Augmented Data Reporting Standards.

     

    “With the active support of the Technical Committee members, all our stakeholders and industry experts, we believe we have a statistically sound and effective solution which helps augment the robustness of the data and reporting, which we had set out to do. This would be another significant step taken by BARC India to ensure a strong currency for advertisers and media organisations.”

     

  • Average Minute Audience (AMA) is defined as the number of individuals of a target audience who viewed an "Event", averaged across minutes

    BARC India syncs with the world. Renames Impressions to Average Minute Audience (AMA)

    By A Correspondent

     

    Keeping in line with global television measurement standards, BARC India, will transition from using the term ‘Impressions’ to ‘Average Minute Audience’, abbreviated as ‘AMA’, in cognisance with the Technical Committee.

     

    Average Minute Audience (AMA) is defined as the number of individuals of a target audience who viewed an “Event”, averaged across minutes. The methodology for the calculation of AMA will continue to remain the same as that of Impressions.

     

    Data releases via the BARC India website for Week 47 onwards will reflect AMA. The change in terminology started reflecting on YUMI Analytics for BARC India subscribers December 1, 2020 onwards.

     

    Dr Derrick Gray

    Speaking on the development, Dr Derrick Gray, Chief of Measurement Science and Business Analytics at BARC India said: “At BARC India, it is our constant endeavour to ensure that our subscribers are provided with a currency which is 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.”

     

     

  • From July 2020, BARC India clients will have access to data solely through Markdata's YUMI Analytics

    BARC vrooms from BMW to Yumi

    By A Correspondent

     

    Yumi in Japanese means “reason”, “cause”, “archery bow” or “beautiful”. It’s also said to convey abundance and beauty. In this case, it’s the plaform developed by Lisbon, Portugal-based Markdata which is going to be determing the fortunes of the television industry in India. So: You for Markdata’s partners, and Me for, well, Markdata itself. We thought the other meanings of reason, cause, archery bow and beautiful perhaps fit the sentiments that we see every Thursday after the ratings are out.

    Television measurement company Broadcast Audience Research Council (BARC) India, will complete transitioning to Yumi Analytics, starting tomorrow, July 1. The idea, notes a communique, is to offer an enhanced experience and more holistic data generation and analysis. With modules that are more flexible, customisable, and designed to be performance oriented with a more intuitive approach. Until now, BARC subscribers used a platform called BMW (short for BARC India Media Workstation). Over the last 11 months, Yumi and BMW have been operational in parallel to afford a smooth transition.

    Romil Ramgarhia

    Said  Romil Ramgarhia, Chief Operating Officer, BARC India: “BARC India is driven on strengthening its existing framework while introducing new products and services that help our clients make more informed decisions. Yumi Analytics is one of the most advanced software with respect to television measurement and insights. It is user-friendly, intuitive and has ability to perform multiple tasks efficiently. BARC team across India have worked closely with the clients over the last 11 months to ensure a smooth transition.”