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  • Title: RTV3007ratings(packet)
  • Type: Notes
  • School: UF
  • Course: RTV 3007
  • Term: Fall

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3007 RTV Ratings Ratings The Electronic Media s Dilemma: Who s Watching/ Listening? Ratings Ratings are an estimate of audience size tell about the size and demographics of the audience Ratings Ratings Ratings estimate of audience size: TV s based on Households People Meters allow some personal data Radio reports persons Who Uses Ratings and Why Programmers Schedule decisions Syndicated program decisions Determine best times for ads Negotiate ad costs Advertisers To p Te n Rated P ro grams of All Tim e 2. 3. 4. 5. 6. 7. 8. 9. M*A*S*H Dallas Roots Part VIII Super Bowl XVI Super Bowl XVII Winter Olympics Super Bowl XX Gone with the Wind Pt.1 2/28/83 11/21/80 01/30/77 01/24/82 01/30/83 02/23/94 01/26/86 11/07/76 11/08/76 01/15/78 60.2 53.3 51.1 49.1 48.6 48.5 48.3 47.7 47.4 47.2 10. Gone with the Wind Pt.2 11. Super Bowl XII Who Uses Ratings and Why Sales Departments Set ad rates Promotion Departments Develop promotion strategies Ratings = Q: How much did it cost to advertise a 30 second spot in the 2000-2001 Season? A: - ER (NBC)-$620,000 - Friends (NBC)-$540,000 - Drew Carey (ABC)-$360,000 - Everybody Loves Raymond (CBS)-$460,000 - Ally & Simpsons (FOX)-$335,000 - Boston Public (FOX 00)-$185,000 - Super Bowl Over $1 million !! -Source: Advertising Age 10/2/00 $45 Billion TV Ad Revenue Ratings are the currency for the buying and selling of advertising time. Ratings help broadcasters make programming decisions. Used for competitive information Without an independent, third-party measurement system embracing the highest standards of accuracy and integrity, the television marketplace could not function effectively. Who Does the Ratings? TV: A.C. Nielsen (stations & networks) Arbitron (stations) RADAR (networks) Radio: Radio: Who are Nielsen s clients? Advertiser Ad Agency Creative Plan/Buy Broadcaster Program Provider Syndicator, etc. The Market System Stations are identified by their market, not just their city of license Area is the urban area at the heart of the market --- usually defined by Dept. of Commerce Metro The Market System Nielsen & Designated Market Area (DMA): All counties in which the largest percentage of the audience is watching stations from a particular city are placed in that market A county is entirely within one DMA --- there are no split counties The Market System Arbitron & Area of Dominant Influence (ADI): Same concept as DMA --- county is assigned to market based on largest portion listening Counties are placed entirely in single ADI The Market System There are about 215 DMAs & ADIs also measures stations outside Arbitron of ADIs Gathering Ratings Data : When? Radio: periodic depending upon station and advertiser needs TV networks: Continuous National Meters Top 45-50 markets: Continuous Meters Gathering Ratings Data: When? The Sweeps 4 times/year (3 important: Nov., Feb., May) Vital Importance to local stations Program strategies Ad rates Gathering Ratings Data: When? The Sweeps Not important to networks because of meters But affiliates expect networks to provide programming to attract audiences Gathering Ratings Data: How? Sampling techniques to select respondents turnover with diary Continuous Meters turn-over every 3 years Gathering Ratings Data: How? For TV: Only standard dwelling units are included (homes and apartments) Group viewing (dorms, bars, etc.) not included, but networks and stations may commission special reports about such places Data Collection (current practices) Household Meter Diary People Meter Gathering Ratings Data: How? People Meters: Provide immediate response (overnight) More information about who tuned in Gathering Ratings Data: How? People Meters: No information about whether set is actually watched Question about complexity raises doubts about who participates (e.g. kids) Gathering Ratings Data: How? People Meters: Currently only in Top 50 markets Nielsen moving towards full peoplemetering Full people-meters eliminates needs for sweeps Methodology: Meters Monitor viewing every 2.4 seconds Rounded to minute Household data available each day for previous night via online overnights National Sample Purpose is to measure in-home viewing Sample of 5,000 people-metered homes in Total U.S. Two year commitment Incentive $50 at installation $2/set/mo. 1/2 cost of TV repairs Gift catalog National People Meter Collects viewing from each set/VCR in HH Family member log in and out of PM Audimeter tracks channel tuned Audience summarized to the minute level Downloaded into Nielsen s database overnight Methodology: Local Meters Top 50 markets Randomly selected sample of 300-500 households Methodology: Local Meters Five year commitment Incentive $50 at installation $1/set/month 1/2 repair costs Cooperation varies by market Meter measures set status (on/off) and channel selected All tuners metered: all sets, VCRs, video games Diary Diary Diary Gathering Ratings Data: How? Diary: Most-utilized method Provides most detailed information effort Requires to complete May encounter language barrier problems Methodology: Diary Telephone operators contact randomly selected sample Postcard precede call Enlist cooperation of household 5 attempts for listed/10 for unlisted Listed and unlisted telephone homes Sample size varies based on size of market Cooperation varies by market Takes many calls to ensure correct number of in-tabs Methodology: Diary Incentive varies ($1/diary and up) Send 1-week diary to record quarter-hour viewing and audience composition Sample weighted Race/Hispanic Cable subscription Presence of non-adults Geography Methodology: Diary Follow-up Just prior to diary arriving During the week the diary is being kept Just before diary is to be returned. phone calls made: Ratings: The Statistics Rating: percentage of TV households or radio listeners tuned to a program percentage of homes using TV or radio listeners tuned to a program cumulated, unduplicated audience watching/listening over time Share: Cume: What Gets Reported Quarter hour results The rating reported is an average of all the quarter hours the program ran Demographic breakdowns History of ratings four last quarters Calculating TV Rating Rating = Viewing households TV households Drop the % sign---a 15 rating means 15% of TV hh in market are watching Rating point equals 1 % of the TV hh Market Size National: there are about 110 million TV hh in U.S. As a result, a national broadcast network s rating is based on the percentage of those 110 million households that were watching a particular channel Ca lculatin g TV Ra tings Assume the following: 100,000 TV HH in market 10,000 homes watching Channel 2 8,000 homes watching Channel 5 7,000 homes watching Channel 9 Calculating TV Rating Rating = Viewing households TV households Drop the % sign---a 15 rating means 15% of TV hh in market or nation are watching Rating point equals 1 % of the TV hh Ca lculatin g TV Ra tings 10,000 homes watching Channel 2 = 10 rating (10,000/100,000) 8,000 homes watching Channel 5 = 8 rating 7,000 homes watching Channel 9 = 7 rating Calc ulatin g TV Sh are Not all HH are tuned in Share allows comparisons across time periods Share = Viewing Households Homes Using TV (HUT) Calc ulatin g TV Sh are Channel 2 Channel 5 Channel 9 HUT = 10,000 homes viewing 8,000 homes viewing 7,000 homes viewing 25,000 Calc ulatin g TV Sh are Channel 2 = 40 share 10,000 homes/25,000 HUT Channel 5 = 32 Share 8,000 homes/25,000 HUT Channel 9 = 28 Share 7,000 homes/25,000 HUT Cal cul ati ng Cume (Reach) How many different people does a program/station reach Requires analysis of survey data rather than statistical calculation Primarily used in radio because of small audience and listening behaviors Used in cable because of small audiences Unduplicated audience during a specific time period Cal cul ati ng Cume (Reach) What s the Cume for Q100 s morning show for one week during 7 a.m. to 8 a.m.? Monday: John & Mary Q100 Tuesday: John, Mary & Herbert Q100 Wednesday: Herbert & Bill Q100 Thursday: Sam Q100 Friday: John, Mary & Herbert Q100 The Cume is 5 John, Mary, Herbert, Bill & Sam Reporting Ratings Arbitron Nielsen Television Index Station Index Nielsen Television Index National daily service Established in 1950 Uses National People Meter (NPM) data beginning in 87 Produces: Pocketpiece (Weekly report); Galaxy Explorer National Audience Demographics (Monthly) Clients: Networks (NBC, CBS, ABC, FOX; WB, UPN, PAX) Advertisers, Advertising Agencies (BBDO, Y&R) Cable Networks Nielsen Station Index Local market TV audience measurement Began in 1954 Provides overnight ratings in 51+ MMs/diary sweeps in 210 DMAs Produces: Viewers in Profile ViP (4 week program average) Advantage; Galaxy Navigator; STAR; Profile DMA 100+; TV Rep Firms-15 Clients: Local TV Stations-1500+; Ad Agencies-2500+; Advertisers- Cri ti ci sms & Problem s wi th Rati ngs Systems Under-representing demographic groups Poor response rate --- are those who respond really representative? Hyping the ratings Influence of the market system Top 10 Markets make-up 30% of the TV national audience It s what the industry has devised at a price it s willing to pay Diary Response Rates Future of Ratings >>> PPMs The next-generation of people meters: PPM (portable people meters) Future of Ratings >>> PPMs Developed by Arbitron, but has tentative license agreement with Nielsen Media Research Nielsen has thus far declined to use PPM Small device that you wear like a pager but dock before sleeping at night Detailed media usage from same respondent PPM can detect if person is listening or viewing a particular item Future of Ratings >>> PPMs Content/programming across media is coded for future detection (e.g. television, radio movie, music, ad, etc.), including Internet material Already test marketed in Wilmington, DE and Philadelphia, future rollouts expected soon in major DMAs Cooperation rate is above 60% Does raise new privacy concerns

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Path: UF >> SPA >> 3032 Fall, 2008
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Path: UF >> SPA >> 3032 Fall, 2008
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Path: UF >> SPA >> 3032 Fall, 2008
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Path: UF >> SPA >> 6317 Fall, 2008
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Path: UF >> SPA >> 6317 Fall, 2008
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Path: UF >> SPA >> 6317 Fall, 2008
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Path: UF >> SPA >> 6317 Fall, 2008
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Path: UF >> SPA >> 6317 Fall, 2008
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Path: UF >> SPA >> 6317 Fall, 2008
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Path: UF >> SPA >> 6317 Fall, 2008
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Path: UF >> SPA >> 4302 Fall, 2008
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Description: Light relations within a canopy. Stefanie Maruhnich Folta Lab maruhni@ufl.edu Or 392- 3814 Roles of Light Light relations within a canopy. The role of light Energy Photosynthesis Information Quality, quantity, duration Photomorphogenesis Ligh...
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Path: UF >> FRC >> 1010 Spring, 2008
Description: NATURE|Vol 443|5 October 2006 BOOKS & ARTS processes and mediate evolutionary diversification than the transcription factors themselves. This makes sense because, in most cases, sequence-specific transcription factors or the signalling proteins tha...
HS22800.pdf
Path: UF >> FRC >> 1010 Spring, 2008
Description: HS979 Production of Greenhouse-Grown Peppers in Florida1 Elio Jovicich, Daniel J. Cantliffe, Steven A. Sargent, Lance S. Osborne2 Introduction In the US, the consumption of high quality red, yellow, and orange bell peppers (Capsicum annuum) has bee...
14095.pdf
Path: UF >> FRC >> 1010 Spring, 2008
Description: THE JOURNAL OF BIOLOGICAL CHEMISTRY 2000 by The American Society for Biochemistry and Molecular Biology, Inc. Vol. 275, No. 19, Issue of May 12, pp. 1409514101, 2000 Printed in U.S.A. cDNA Cloning of Phosphoethanolamine N-Methyltransferase from Sp...
Chap 28.pdf
Path: UF >> FRC >> 1010 Spring, 2008
Description: ...
ACTAberry2003.pdf
Path: UF >> FRC >> 1010 Spring, 2008
Description: ...
EJPepper04_1.doc
Path: UF >> FRC >> 1010 Spring, 2008
Description: Greenhouse-grown Colored Peppers as a Vegetable Production Alternative for Florida E. Jovicich1, J.J. VanSickle2, D.J. Cantliffe1, P.J. Stoffella3 1 Univ. of Florida, Horticultural Sciences Dept., Gainesville, FL, USA; 2Univ. of Florida, Food and Re...

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