New York Institute of Technology
Television Research and Sales
Comm 777 M01
Course Outline – Spring 2015
INSTRUCTOR'S INFORMATION
Name:
Office location:
Telephone:
E-mail:
Office hours:
Prof. Eugene Cunningham
Entertainment Studios, N.Y.
516.526.5680
Eugene.Cunningham20@gmail.com
Before/after class or by appointment. Please see/contact me for a
convenient time.
COURSE INFORMATION
Term and date:
Fall 2015
Course number / section: Comm 777 Credits: 3
Meeting times:
Wednesdays 6-8:50pm. Jan. 21st - May 13th.
Building and room number: 16 West 61st. Room 919
Prerequisites and co-requisites: There are no pre/co-requisites for this course.
RECOMMENDED READING/TEXT:
“Audience Ratings: Radio, Television, and Cable. Hugh Malcolm Beville. Taylor and Francis,
Publishers. ISBN #: 9780805801743
There will be numerous handouts and examples of research/sales materials distributed at
each class meeting.
MATERIALS AND SUPPLIES
Students are required to have a calculator. Nielsen Ratings data will be supplied by the
instructor. Cell phone calculators will not be allowed during exams.
COURSE DESCRIPTION
A comprehensive examination of qualitative and quantitative research data and how it
pertains to television advertising sales. Students learn how to interpret Nielsen data/reports
and how to translate that information into sales presentations for advertising agencies and
advertisers. New emerging measurement companies will be examined and how
measurement is evolving to keep up with technological advancement in a growing digital
world.
COURSE GOALS
Students will examine the impact of Nielsen ratings on the buying and selling of commercial
air time. The methodologies of Nielsen and other marketing companies measuring national
and local television audiences and new media and how those audiences reflect societal
tastes, are discussed in great detail. To that end, based upon ratings and demographic
appeal, students will learn how programs are positioned to the buyers of advertising time,
why shows are sometimes cancelled quickly and strategies for long term success. Students
will also become familiar with all key television research and selling terms including rating
1
and share, reach and frequency and cost-per-point. Students will be able to discuss and
evaluate ratings data and the role they play in the television business. .
LEARNING OUTCOMES
Upon successful completion of this course, students will be able to:

Critically analyze and critically interpret Nielsen ratings data and have a strong
knowledge of industry terms.

Relate the impact of audience measurement data to program scheduling strategies.

Describe the role of ratings in the buying/selling process of commercial time.

Understand how to position television broadcast and cable networks to
advertisers over other forms of media by utilizing the various audience
measurement and demographic reports reviewed in class.

Critically discuss the changing role of television research, such as the impact
of DVR or time shifted viewing and internet/mobile viewing, on television
ratings and the subsequent buying of ad time.
Weekly classroom discussions, exams and a term paper will determine the student’s
comprehension of the subject matter - an understanding of the television ratings process.
METHODS of ASSESSMENT
A course grade will be determined by a Midterm and Final exam, a 5 to 7 page
paper and class discussion and participation. The topic for the paper will be provided well in
advance of the due date and will be based on a current television research issue at the time.
The format of the exams will be true and false, fill-ins, definitions, utilization or rating
attachments and problem-solving essays. The final exam is based on class materials after
the midterm exam.
GRADING FORMULA
Midterm and Final exams are 40% of the course grade; the topical research paper is 15%;
class discussion/participation, 5%.
The final course grade will be based on the following numeric grading system:
A = 94-100, A- = 90-93, B+ = 85-89, B = 80-84, C+ = 76-79, C = 70-75, D+ = 65-69, D = 6064.
POLICY FOR MAKE=UP EXAMS
A student who misses an exam must take it within five days of the original date.
If the student does not turn in their research paper on time for a valid reason, points will be
deducted for lateness.
ATTENDANCE POLICY
Attendance is taken at each class meeting. Three unexcused absences will yield a final
grade penalty that will be one half lower than the final grade. For example, a final grade of
B+ would become a B. It is the responsibility of the student to get class notes and handouts
from another student if they are unable to attend.
2
WITHDRAWAL POLICY
A student may withdraw from a course without penalty through the end of the 8th week of
class during a 14-15-week semester and through the 8th meeting during an 8-week
course cycle. After this, the student must be doing passing work in order to receive a W
grade. Students who are not passing after the 8th week or equivalent will be assigned the
grade of WF.
It is the student’s responsibility to inform the instructor of his/her intention to withdraw from a
course. If a student has stopped attending class without completing all assignments and/or
examinations, failing grades for the missing work may be factored into the final grade
calculation and the instructor for the course may assign the grade of WF. The grade of F is
used for students who have completed the course but whose quality of work is below the
standard for passing.
Withdrawal forms are available in departmental offices and once completed must be filed
with the registrar. Students should be reminded that a W notation could negatively impact
their eligibility for financial aid and/or V.A. benefits, as it may change the student’s
enrollment status (full-time, part-time, less than part-time). International students may
also jeopardize their visa status if they fail to maintain full-time status.
ACADEMIC INTEGRITY AND PLAGIARISM
Each student enrolled in a course at NYIT agrees that, by taking such course, he or she
consents to the submission of all required papers for textual similarity review to any
commercial service engaged by NYIT to detect plagiarism. Each student also agrees that all
papers submitted to any such service may be included as source documents in the service’s
database, solely for the purpose of detecting plagiarism of such papers.
Plagiarism is the appropriation of all or part of someone else’s works (such as but not limited
to writing, coding, programs, images, etc.) and offering it as one’s own. Cheating is using
false pretenses, tricks, devices, artifices or deception to obtain credit on an examination or in
a college course. If a faculty member determines that a student has committed academic
dishonesty by plagiarism, cheating or in any other manner, the faculty has the academic right
to 1) fail the student for the paper, assignment, project and/or exam, and/or 2) fail the student
for the course and/or 3) bring the student up on disciplinary charges, pursuant to Article VI,
Academic Conduct Proceedings, of the Student Code of Conduct.
LIBRARY RESOURCES
All students can access the NYIT virtual library from both on and off campus at
www.nyit.edu/library. The same login you use to access NYIT e-mail and NYITConnect will
also give you access to the library’s resources from off campus.
On the left side of the library’s home page, you will find the “Library Catalog” and the
“Find Journals” sections. In the middle of the home page you will find “Research Guides;”
select “Video Tutorials” to find information on using the library’s resources and
doing research. Should you have any questions, please look under “Library Services” to
submit a web-based “Ask-A-Librarian” form.
SUPPORT FOR STUDENTS WITH DISABILITIES
NYIT adheres to the requirements of the Americans with Disabilities Act of 1990 and the
rehabilitation Act of 1973, Section 504. The Office of Disability Services actively supports
students in the pursuit of their academic and career goals. Identification of oneself as an
3
individual with disability is voluntary and confidential. Students wishing to receive
accommodations, referrals and other services are encouraged to contact the Office of
Disability Services as early in the semester as possible although requests can be made
throughout the academic year.
Class-by-class Breakdown and Key Dates:
Week #:
Week #1
Week #2
Week #3
Week #4
Week #5
Week #6
Week #7
Week #8
Week #9
Week #10
Week #11
Topics:
-First class meeting
-Introduction of teacher, students and
course review
-Overview of the television ratings process
and historical perspective of audience
measurement through the present day.
-Introduction of key industry measurement
terms, a look at Fall 2014 new prime
programming/ line-ups/pilot clips.
-Overview of how ratings are used in the
buying and selling process of television
time, ratings for new and returning
programs.
-The difference in Nielsen’s measurement
of the nation vs. local markets and the
various methodologies utilized to create
ratings will be discussed in detail.
-Examples of presentations used to attract
advertisers to a station/network. How
ratings are used in the positioning of
television programs.
-Nielsen overnights, rating books and the
methodology Nielsen is using to measure
new technologies, specifically streaming to
PC’s, mobile phones, tablets and DVRs, are
introduced.
-Continuation of week 6 material.
-Mid-Term Exam
-Review midterm exam.
-Evaluation of the current ratings for new
and returning prime programs and new and
existing syndicated product.
-Introduction of how Reach & Frequency
can be utilized by television
stations/networks.
- Further discussion on the impact DVRs
are having on the ratings of prime
programs.
-Additionally, C3, Live Plus Same Day,
Key Dates:
3/11
4
Week #12
Week #13
Week #14
Week #15
Live Plus 7 and other audience
measurement data streams will be
introduced and their impact on sales will be
analyzed.
-Future measurement methodology will be
introduced and potential competitors to
Nielsen will be evaluated.
-Introduction to Nielsen ancillary reports:
County Coverage Study, Upscale Reports,
Syndicated Data, etc. and how they can be
used in the sales process
-Qualitative measurement companies, MRI,
Simmons, etc., and the reports they offer,
will be introduced and their use in the
buying/selling process will be discussed in
detail
-Final Exam
Term Paper Due – 4/15
5/13
5