Ratings Lesson - Click to edit Master subtitle style RTV...

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Unformatted text preview: Click to edit Master subtitle style RTV 3007 Ratings Quick Facts l Year of first national radio audience survey: 1927 l Number of U.S. households with TV: about 110 million l Number of households in A.C. Nielsens People Meter sample: 5,100 l Number of persons in Media Metrixs Internet ratings sample: 120,000 l Household rating of number-one show ( I Love Lucy ) in 1956: 47.5 l Household rating of number-one show ( American Idol ) in Ratings The Electronic Medias Dilemma: Whos Watching/ Listening? Ratings l Ratings are an estimate of audience size l Ratings tell about the size and demographics of the audience Ratings Ratings estimate of audience size: TVs based on Households Radio reports persons Who Uses Ratings and Why l Programmers Schedule decisions Syndicated program decisions l Advertisers Determine best times for ads Negotiate ad costs History of Audience Measurement l Audience research: first appeared in 1920s when station owners became curious about the size of the audience l Listeners directed to drop a post card reporting if they heard a particular program or if a signal was clear History of Audience Measurement l Time-buying advertisers demand accurate estimates of audience size l Cooperative Analysis of Broadcasting (CAB) founded, 1930, by advertisers History of Audience Measurement l Telephone Recall Method: Placing calls at different times during the day to homes selected at random from phone directories (used by C.A.B. until 1946) History of Audience Measurement l Telephone Coincidental Method: Respondents asked if they were listening to radio at the time of the call; if answer was yes, asked to name the program/station. (better method introduced by C.E. Hooper Co.) History of Audience Measurement l Audimeter: A mechanical device which collected data from a random sampling of radios; consisted of a stylus that made a scratch on a roll of paper tape synchronized with the radios tuning dial History of Audience Measurement l Audimeter: Moves to TV in 1950s l Nielsen data formed basis for: l Nielsen Television Index (NTI): reported on network programs l Nielsen Station Index (NSI): reported on local TV markets History of Audience Measurement l American Research Bureau (later called Arbitron): Uses a diary to record data from a sampling of viewers (1949) l Diary provides History of Audience Measurement l Nielsen abandons radio ratings in 1963 l Arbitron uses diary method to measure local market radio (mid 1960s 1980s: Nielsen alone provided TV ratings) History of Audience Measurement...
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This note was uploaded on 08/27/2011 for the course RTV 3007 taught by Professor Staff during the Summer '08 term at University of Florida.

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Ratings Lesson - Click to edit Master subtitle style RTV...

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