Juan Monroy — Electronic Media: Ratings and Audience Research

Research Methods
- telephone recall method
  - Cooperative Analysis of Broadcasting, 1930
  - active reporting
    - telephone
    - asked people to recall what they listened
- telephone coincidental method
  - C.E. Hooper, 1946
  - active/passive reporting
    - telephone
    - asked people what they are listening
    - program and station
- diary
  - Arbitron, 1949
  - active reporting
    - recording their viewing
    - mailed finished diary
- audimeter
  - A.C. Neilsen, 1942
  - passive reporting
    - mechanically “record” on 16-mm film
    - station and time
    - programs are derived from this information
- storage instantaneous audimeter
  - Neilsen, 1960s–1970s
  - passive reporting
    - audimeter
    - transmitted over phone line
- People Meter
  - AGB Television Research, late 1980s
  - active/passive reporting
    - users “log in”
    - People Meter records a person’s viewing
- Portable People Meter
  - Neilsen, 2000s
  - active/passing reporting
    - users carry PPM
    - PPM records what media user is consuming
- Accuracy
  - Media Relations Council
    - watchdog group
    - audits accuracy
  - population
  - random sample
  - 95% confidence interval
  - biases
    - non-response bias
    - social desirabilty bias
Radio Ratings
- Measuring Radio Audiences
  - Arbitron
  - Weekly Diary
    - Network
      - ~50,000 surveys
    - Local
      - between 750 and 4,500 surveys
  - Radio Market Report
    - for each of 280 local markets
- Reporting Radio
  - Rating
    - The audience expressed as a percentage of the total population.
  - Share
    - The percentage of those listening to radio in the Metro who are listening to a particular radio station.
  - Cume
    - Persons: The total number of different persons who tune to a radio station during the course of a daypart for at least five minutes.
    - Rating: The Cume Persons audience expressed as a percentage of all persons estimated to be in the specified demographic group.
- Average Quarter-Hour
  - Persons: The average number of persons listening to a particular station for at least five minutes during a 15-minute period.
  - Rating: The average Quarter-Hour Persons estimate expressed as a percentage of the population being measured. This estimate is printed for the MSA and DMA. It can also be computed for the TSA.
Television Ratings
- National Designated Market Areas
  - AC Neilsen
  - National Television Index (NTI)
    - People Meters
    - overnights and fast nationals
- Time Shifted Viewing
  - Live ratings
    - legacy ratings
  - Live + Same Day
    - preferred by advertisers
  - Live + 7 Day
    - preferred by programmers
  - Live + 3 Day
    - middle ground between advertisers and programmers
  - C3
    - measures commercial viewing
    - average commercial minutes viewed
    - live + three-day
- Local Television
  - AC Neilsen
    - local People Meters
    - diaries
  - National Station Index
  - Quarterly Sweeps
    - November
    - February
    - May
    - July
- Television Households
  - Households Owning Television (HOT)
  - Households Using Television (HUT)
  - rating
    - % of HOT
  - share
    - % of HUT
Internet Ratings
- comScore
- hits
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