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Tag: Derrick Gray

  • BARC India’s Derrick Gray appointed as MRSI VP

    BARC India’s Derrick Gray appointed as MRSI VP

    Mumbai: BARC India’s chief of measurement science and business analytics Dr Derrick Gray has been appointed as vice president of the Market Research Society of India (MRSI).

    Earlier this year, Gray was also appointed as chair of the professional standards committee at MRSI that was established to ensure strong ethical and professional standards for the Indian market research industry.

    “I am quite honored to assume the role at MRSI India,” said Dr Gray. “With my experience over the years in statistical research, measurement and data science, I am looking forward to working collaboratively with the team at MRSI. We hope to be able to make significant progress together as a team.”

    A veteran audience measurement and advanced analytics executive, Gray brings with him a global experience of two decades in audience measurement and audience information systems for various media including linear TV, digital video, and radio. He has lead several statistical research, measurement science, data science functions during his distinguished career.

    He has previously served on the board of directors of the Marketing Research and Intelligence Association (MRIA) of Canada.

    “We at BARC India are extremely proud of Derrick’s recent appointment and would like to congratulate him. We wish him all the success for this new role and look forward to him guiding market research in India to even greater heights,” said BARC India CEO Nakul Chopra.

  • BARC India renames impressions to average minute audience (AMA)

    BARC India renames impressions to average minute audience (AMA)

    MUMBAI: Keeping in line with global television measurement standards, BARC India will transition from using the term ‘impressions’ to ‘average minute audience (AMA)’, in cognisance with the technical committee.

    Data releases via the BARC India website for week 47 (Saturday 21 November, 2020) onwards will reflect AMA. The change in terminology started reflecting on YUMI Analytics for BARC subscribers from 1 December 2020.

    In a statement, BARC India emphasised its determination to evolve with changing times and provide the industry with metrics that are clear, match global standards, and a true representation of “what India watches.”

    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.

    BARC India measurement science and business analytics chief Dr. Derrick Gray said, “It is our constant endeavour to ensure that our subscribers are provided with a currency which is a 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.”