Research in Electronic Media
Ratings research: provides estimates of audience size and composition
Non-Ratings research: provides information about what the audience likes and dislikes, analyses of different types of programming, demographic and and lifestyle information about the audience.

Rating Research
Nielson Media Research:
They are best known for TV audience research
In national ratings they use Nielson people meter.
What is people meter? P. 330
Describe their 4 stages in sampling. p. 332



Rating Research
Arbitron research
They are best known in the US for its radio measurement.
Information radio ratings by collecting information using diaries.
Limitations
Ratings are only estimates
They do not measure quality of programs or opinions.
Not all ratings are equally dependable.
Data must be interpreted in light of these limitations
Gathering Data
Nielson People Meter
Record in Diaries
Telephone Coincidental
People meters
See p. 333
Concerns??? P. 336

Arbitron-Diary
Nielsen Diary
What is Rating?
Rating is the percentage of people or households with a TV or a radio tuned to a specific station, network or channel
Rating = People or households
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Population
What is Share?
HUT: Total number of homes using TV
PUR: Persons using radio
A share of the audience is the percentage of the HUT or PUR that is tuned to a specific station, network or channel
Share = People or households
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HUT or PUR
What is CPM?
CPM: what it costs an advertiser to reach 1000 persons
CPM = Cost of ad
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Audience in thousands

Related Concepts
What is Total survey area (TSA)?
What is average quarter-hour (AQH)?
What is gross rating points (GRP)?
What is audience turnover?
Non-Rating research
Program testing
ER for example
Non-Rating research
Music research
What is a hook?
Describe Auditorium tests
What is callout research?

Non-Rating research
Performer Q
Who is your favorite performer and why?