An Overview of TV Audience Research
• The A. C. Nielsen company
– daily estimates of TV viewing
Research terms
sampling s
diaries
People Meter
DMA’s (markets)
Sweeps months: February,
May, July, November
Research terms
universe s
HUT
rating
share
demographics
Rating: a show’s % of a
maximum potential audience
Rating = a % of a universe, including non-viewers
Share: a show’s % of those viewing TV
Wednesday 9PM
AMERICAN IDOL
CRIMINAL MINDS
21%
NBC NEWS SPECIAL
37%
GOSSIP GIRL
11% PRIVATE PRACTICE
3%2%
9%
11%
TELENOVELA
6%
EVENING WITH QUINCY
JONES
ALL CABLE
Share Does NOT include those with the TV off
Demographics = audience composition
Adults 18-49 shares
Ages
AMERICAN IDOL
NBC NEWS SPECIAL
3%
27%
35%
PRIVATE PRACTICE
CRIMINAL MINDS
Gender
5%
3% 8%
7%
12%
GOSSIP GIRL
SP: QUINCY
ALL CABLE
TELENOVELA
Income
3.1/9 means a 3.1 rating with a 9 share
… within a specified demographic
Evaluate ratings/shares in context
Lead-in?
Competition?
Timeslot history
Last week? Last year?
Ignore the household rating -Focus on the demographics !
Nielsen now includes …
Viewership of
commercials
DVR Viewing
Live, same day playback, next day,
and within 2, 3, and 7 days
Key trend of recent decades
Audience Fragmentation
Research / feedback can also include
• Focus groups
• Surveys
• Marketing research
• Cable, online and theater testing
• Viewer/listener correspondence tabulation