L7 - Audience Measurement Flashcards
Households Using Television (HUT)
Percentage of households with at least 1 TV switched on at a particular time of day
Levels vary according to:
- Time
- Day of week
- Weather
- Season
- Geographical location
- Work habits/lifestyle
People Using Television (PUT)
Percentage of people viewing television at a particular time of day
PUT can be segmented based on Age, Gender or other variables. For example, PUT may be 40% across all viewers at 8pm on Tuesday. However, PUT for males (45%) may be higher than PUT for females (35%) at this time
Ratings =
- Percentage of potential audience tuned to a particular program at a particular time
- Measure of program’s popularity
Rating = Exposure/Access
- If 1 in 4 TV households are tuned to program X, then it has a households rating of 25%
- If 2 out of every 10 viewers with access to TV is watching program Y, it has a people rating of 20%
Cost-per-TARP (CPT):
- Cost of buying one TARP
- = total cost/TARPS
- Can be used to compare programs, radio stations but not across different regions or different media
TARP = target audience viewing program/ total audience (10% = 10 TARPS)
Share:
- Percentage of total audience that is tuned to a particular program or channel
- Can be calculated per program, day, week, year etc.
- Can apply to TV and radio
TARPS versus Share:
Assume 1,000 Males 50+ with access to TV (in area)
- 500 Males: 50+ are watching (any) TV at 8pm on Wednesday (Channel X, Y or Z)
- 200 Males: 50+ are watching Channel X (200/1000 x 100 = 20%) = 20 TARPS for the program on Channel X
But Channel X has a share of 40% of viewers (200/500 x 100 = 40%)
Radio Audience Measurement - 1
Share is the percentage of the total radio audience listening to each station.
- May be reported over a daypart, a day, a week or longer.
- Typically reported by age group
Loyalty (‘share of ear’) is how much of a listener’s total radio listening time is spent on each station
Magazine Audience Measurement:
Recent Reading
- Survey method
- Recognition of magazine logotypes to identify readers (‘read or looked at’)
Frequency of reading
- Ask how many of the four most recent issues have been read
- Demographic and product consumption can be cross tabulated with readership information
Magazine Audience measurement (cont’d)
- Recent reading technique: (MRI)
Interviewers visit a national random sample of adults and shows them black and white logotypes of around 200 magazines, printed on individual cards. Respondents are asked whether they have read or looked at the magazine within the last 6 months, then within the last week, month or cycle, to determine readership.
- Frequency of reading (most commonly used method)
Respondents shown a list of magazine logotypes or cover pictures and asked to remember/record the number of copies they have read in the last four issues.
- Yesterday reading (newspapers)
Respondents are asked which newspapers they read yesterday
Internet Audience Measurement:
Site-centric Measurement
- Internet activities tracked via Cookies
- Track how web users navigate within and between sites
- Cannot be linked back to a specific individual
User-centric Measurement
- Consumer panels
- Measures how members of a particular demographic navigate, respond to and purchase goods online
- Panel size is too small to monitor traffic across small sites
Network-centric Measurement
- Monitors internet traffic via data from Internet Service Providers (ISPs)
- Can monitor search behaviour across small sites
- Demographic profile of the user is unknown
Key Radio Terms
Radio Audience Measurement - 2
Diary method or Personal People Meter (PPM)
Listening defined as ‘being in the same room as an audible radio signal’
Average audience = the average number of people listening to a particular station within a particular time period (typically 15 minutes)
If expressed as a percentage of a particular demographic listening to a particular station, this becomes a TARPS measure
The Diary Method:
Diaries are collected at the end of each week and, after a 10-week period, the completed diaries are processed to produce data relating to an average week of the survey period.
- Minimises burden of “recall‟ on respondent
- Up-front commitment from respondents
- Door to door placement allows instruction on how to complete diary
- Provides for 7 day listening data
- Reach & Frequency to quarter hour level
- Over 50,000 people surveyed each year
Global time estimates:
- Self-reported in written or interview form
- Frequency and duration of usage per time
- Most common form of measurement
- Inexpensive and easy to administer
- Unreliable estimate due to memory reference, adding up episode lengths
2 forms:
- average amount of time spent (hours) using various media
- average number of days using media (within month or week)
Media diaries:
- Modified form of time diary focused upon a particular activity i.e., media use (10-15 minute blocks)
- Television focused media most common
- Now expanded to other forms of media
- Children’s viewing generally measured by parents’ reporting
- Media use reported over longer period of time (contrast time diaries)
- More comprehensive information due to focus
- Doesn’t examine activity time trade offs
