Term
| What do ratings provide an estimate of? What else do ratings tell us? |
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Definition
-ratings are an estimate of audience size
-ratings tell us about the size and demographics of the audience |
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Term
| How is the basis for ratings measurement different between radio and television? |
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Definition
| TV is based on household and radio is “persons” |
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Term
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Definition
-programmers
-advertisers
-sales department
-promotion department |
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Term
| Why do programmers use ratings? |
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Definition
-schedule decisions
-syndicated program decisions |
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Term
| Why do advertisers use ratings? |
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Definition
-determine best time for ads
-to negotiate ad costs |
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Term
| Why do the sales departments use ratings? |
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Definition
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Term
| Why do the promotion departments use ratings? |
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Definition
| -to develop promotion strategies |
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Term
| What third-parties carry out the gathering and reporting of ratings in radio and television? |
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Definition
TV: Nielson
Radio: Arbitron |
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Term
| What are the markets called in radio? |
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Definition
| Arbitron and Area of Dominant Influence (ADI) |
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Term
| What are the markets called in television? |
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Definition
| Nielson & Designated Market Area (DMA) |
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Term
How many markets are in the market system?
Which one is the largest? |
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Definition
-there are 210 markets
-NYC |
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Term
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Definition
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Term
| Who are the sweeps important to and why are they significant? |
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Definition
-vital importance to local stations: program strategies, ad rates
-significant because a lot of decisions are based on how you do during sweeps |
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Term
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Definition
| % of TV households or radio listeners tuned to a program |
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Term
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Definition
| % of homes using TV or radio listeners tuned to a program |
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Term
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Definition
| cumulated, unduplicated audience watching/listening over time |
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Term
| How does a rating differ from a share? |
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Definition
-share is what the households or people are CURRENTLY tuned in to
-rating is used to see how a program is doing among all types of shows while share is more useful to see how strong a show is within its particular time slot |
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Term
| Mathematically, how do you figure a television rating for a program? |
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Definition
| viewing households/ TV households |
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Term
| Mathematically, how do you figure a television share for a program? |
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Definition
| viewing households/ Homes using TV (HUT) |
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Term
| What are the advantages of using diaries? |
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Definition
-it is the most utilized method
-provides the most detailed information |
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Term
| What are the disadvantages of using diaries? |
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Definition
-requires effort to complete
-may encounter language barrier problems -low cooperation rates |
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Term
| What are the advantages of using meters? |
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Definition
-higher cooperation rate than diaries -overnight information
-easy to use |
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Term
| What are the disadvantages of using meters? |
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Definition
| sometimes it does not accurately reflect who is watching, you could be tuned in but not be in the room |
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Term
| What are the main criticisms of ratings systems? |
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Definition
-under-representing demographic groups
-poor response rate
-hyping the ratings
-influence of the market system (top 10 markets make up 30% of the TV national audience) |
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Term
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Definition
| linking the behavior of individuals to their demographic groups; term for behavior profile of electronic-media users |
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