As digital images are transmitted over the network or stored on a disk, image processing is done as part of the standard for efficient storage and bandwidth. This causes some amount of distortion or artifacts in the image which demands the need for quality assessment. Subjective image quality assessment is expensive, time consuming and influenced by the subject's perception. Hence, there is a need for developing mathematical models that are capable of predicting the quality evaluation. With the advent of the information era and an exponential growth in image/video generation and consumption, the requirement for automated quality assessment has become mandatory to assess the degradation. The last few decades have seen research on automated image quality assessment (IQA) algorithms gaining prominence. However, the focus has been on achieving better predication accuracy, and not on improving computational performance. As a result, existing serial implementations require a lot of time in processing a single frame. In the last 5 years, research on general-purpose graphic processing unit (GPGPU) based image quality assessment (IQA) algorithm implementation has shown promising results for single images. Still, the implementations are not efficient enough for deployment in real world applications, especially for live videos at high resolution. Hence, in this thesis, it is proposed that microarchitecture-conscious coding on a graphics processing unit (GPU) combined with detailed understanding of the image quality assessment (IQA) algorithm can result in non-trivial speedups without compromising quality prediction accuracy. This document focusses on the microarchitectural analysis of the most apparent distortion (MAD) algorithm. The results are analyzed in-depth and one of the major bottlenecks is identified. With the knowledge of underlying microarchitecture, the implementation is restructured thereby resolving the bottleneck and improving the performance.