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An Overview of TV Audience Research

Learn about TV audience research, Nielsen ratings, market analysis, demographics, and trends in TV viewing behavior. Explore sampling methods, People Meters, Sweeps months, HUT ratings, show shares, and the impact of audience composition on ratings.

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An Overview of TV Audience Research

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  1. An Overview of TV Audience Research • The A. C. Nielsen company • daily estimates of TV viewing

  2. Research terms sampling s diaries People Meter DMA’s (markets) Sweeps months: February, May, July, November

  3. Research terms universe s HUT rating share demographics

  4. Rating: a show’s % of a maximum potential audience Rating = a % of a universe, including non-viewers

  5. Share: a show’s % of those viewing TV Share Does NOT include those with the TV off

  6. Demographics = audience composition Ages Gender Income

  7. 3.1/9 means a 3.1 rating with a 9 share … within a specified demographic

  8. Evaluate ratings/shares in context Lead-in? Competition? Timeslot history Last week? Last year? Ignore the household rating -- Focus on the demographics !

  9. Nielsen now includes … Viewership of commercials DVR ViewingLive, same day playback, next day,and within 2, 3, and 7 days

  10. Key trend of recent decades Audience Fragmentation

  11. Research / feedback can also include • Focus groups • Surveys • Marketing research • Cable, online and theater testing • Viewer/listener correspondence tabulation

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