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Television Ratings

Television Ratings. Television Ratings. Ratings are the most dominant decision making data in commercial television For local broadcast stations For broadcast networks For cable networks. Television Ratings. Television executives need television ratings to: Establish advertising rates

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Television Ratings

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  1. Television Ratings

  2. Television Ratings Ratings are the most dominant decision making data in commercial television • For local broadcast stations • For broadcast networks • For cable networks

  3. Television Ratings Television executives need television ratings to: • Establish advertising rates • Make program decisions by methods of comparison • Make program decisions by knowing who is and who is NOT watching

  4. Television Ratings Nielsen Media Research collects data through: • Diaries • Peoplemeters Each method has strengths and weaknesses.

  5. Television Ratings Ratings measure: • If the television set is on • What channel the set is tuned to • Demographic information about who is watching

  6. Television Ratings Ratings don’t measure: • If the person is watching actively or passively • Why the person watched • The quality of the program

  7. Television Ratings National Television Index (NTI) This sample is representative of the population of the United States. About 3,100 households (out of 110.2 million HH) are randomly selected from throughout the U.S. to participate. These ratings are compiled daily and weekly and information is provided to networks and the media.

  8. Television Ratings National Station Index (NSI) Information is provided quarterly to each of the stations in the United States. Information is collected through Peoplemeters in the top 60 markets; diaries are used in remaining markets.

  9. Television Ratings Viewers in each of the more than 200 television markets are surveyed aat least four times a year in four-week periods called “sweeps.” Major rating periods are February, May, July and November.

  10. Television Ratings -- Key Terms • DMA: designated market area (each county in the U.S. is assigned to one television market even though residents may receive overlapping signals) • The number of television household in the DMA determines the market’s size or rank.

  11. Television Ratings -- Key Terms • HUT -- Households Using Television This term represents the number or percentage of television sets in use during a particular time period. Time Hut Level HH 7 a.m., M-F 25 52,000 Noon, M-F 20 38,000 5 p.m., M-F 36 78,000 7 p.m, M-F 61 191,000 10 p.m., M-F 41 82,000

  12. Television Ratings -- Key Terms • Rating: the percentage of the total survey universe watching a specific program or channel at a particular time • Share: the percentage of the survey universe with TV sets on watching a particular program or channel at a specific time

  13. Television Ratings Drawbacks of the Current System • Information may be inaccurate • Stations/networks/programs can influence regular viewing habits with stunts, contests, promotions, news series. Etc. • Little measurement of group viewing • Lack of minority representation • Ratings periods often determine programming slates

  14. Television Ratings Other Means of Measurement • Focus Groups • Targeted Research • Coincidentals

  15. Television Ratings Week of January 23-29: Primetime Broadcast Ratings: CBS: 8.7/14 Fox: 7.6/12 ABC: 7.0/11 NBC: 5.4/9

  16. Television Ratings Season to date: CBS: 8.4/14 ABC: 7.1/11 NBC: 6.0/10 Fox: 5.5/9

  17. Television Ratings Top Ten Broadcast Primetime (week of 1/23-1/29) • American Idol (Tue.) 21.6 • American Idol (Wed.) 20.0 • CSI 17.8 • Without a Trace 16.0 • CSI: Miami 13.9 • Dancing with the Stars 13.8 • Grey’s Anatomy 13.0 • Lost 12.3 • NCSI 11.9 • Two and a Half Men 11.8

  18. Television Ratings Top Five Basic Cable Shows • WWE Raw (9 p.m.) 4.1 • WWE Raw (10 p.m.) 4.1 • Monk 3.8 • SpongeBob SquarePants 3.5 • Fairly Odd Parents 3.1

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