RATINGS short

# RATINGS short - RATINGS Ratings measure the relative...

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RATINGS Ratings measure the relative position of each station among its competitors and estimate audience sizes. Nielsen Rating Service is the main service for television. Arbitron is the main radio service. Rating services make money by charging subscriptions to networks, stations, advertising agencies, syndicators.

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SAMPLING Around the clock monitoring of 110 million radio and television homes would be impossible. So researchers use sampling, which is the process of studying some people to represent the behavior of all.
SAMPLING How can we sample a few and project to millions? By random sampling Laws of probability predict that as long as every member of the entire population has an equal chance of being selected, the results will be representative.

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SAMPLING The concept of random sampling is like tasting a pot of chicken vegetable soup – as long as you stir it up enough to give each ingredient an equal chance to land in the ladle, you can tell what the soup tastes like without eating the entire pot.
BUT IT’S NOT THAT SIMPLE Sample size is determined by statistical mathematics, and the size of the universe has no bearing on sample size. The larger the sample, the greater the reliability. But you get to a point of diminishing returns. Hey - No one told me this was a Math class!

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MARGIN OF ERROR Margin of error refers to the accuracy of the study. A sample size of 1500 gives a
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## RATINGS short - RATINGS Ratings measure the relative...

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