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Audience_Measurement (1)

Audiance measurment

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Audience_Measurement (1)

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  1. Audience Measurement Method And Critique Kaylona Matinus BA 09160429 UMS

  2. Audience Measurement • Audience measurement is a type of audience research that documents the size and composition of media audiences. • Patterns of audience activity tracked over time. • Generates data that allows comparison of audience behaviour from one medium to another. Source..Ross & Nightingale (2003)

  3. Government, media and financial planners use data to develop broadcasting policy, allocate broadcasting licenses and determine the commercial value of media companies. • Ratings—nerve system that controls what is broadcast (Beville, 1988; Webster et. al. 2000) • Broadcast companies finance the production of ratings reports. Best known audience research services offered by: Nielsen Research, Survey Research Malaysia (SRM)

  4. Key concepts • Exposure, ratings, share, frequency and reach Key measures • Gross and cumulative • Gross measures record audience size and include RATINGS, share and gross rating point (GRP) • Cumulative measures count up exposuresover time and include audience reach and frequency, cumes and audience duplication

  5. Exposure • Counting and statistically analyzing a single audience behaviour. Exposure “open eyes facing a medium” (Sissors & Bumba, 1996) • Exposure is the only commodity produced by the broadcasting industries. • All other products (programmes, newscasts, personalities, advertisements) are services designed to generate audience exposure. • Exposures are counted and analysed in ways that allow them to be pre-sold to advertisers. • The capacity to predict and pre-sell audience exposure provides the cash flow for commercial broadcasting.

  6. Ratings • Counting how many people are exposed to the programme. • Measures are taken at quarter hour intervals for the duration of a given programme. • Ratings peaking: highest number of viewers the programme attracted at any one point in time. • E.g. 40 percent of people watching TV at a particular time. If the programme broadcast at this time scored 10—it would mean 10 percent of the total sample population were watching the programme, 30 percent were watching something else and the other 60% were not watching TV at all.

  7. Share Relative size of audiences—based on only the people who are viewing at a particular point in time. Calculation for share is based on total who are tuned in—40 percent—so the target programme has attracted 1/4th (10/40) of the viewing audience or 25 % share (1/4th of 100).

  8. Gross Rating Point (GRP) • Records the number of times a particular advertisement or series of ads was seen. It sums up the ratings for the programmes broadcast at the times the particular ad was scheduled. It provides an indication of how many people in a population are likely to have seen a particular ad.

  9. Cumulative Analysis • Involves tracking audiences over certain periods of time and on the basis of that tracking, making predictions of future viewing. Key concepts are: reach, frequency, audience duplication and the cume itself.

  10. Audience Duplication The likelihood of the same people turning up in the audience of another programme. It describes the extent to which the audience for one programme or station are also in the audience for another programme or station. The term is used in discussing audience loyalty.

  11. Reach • The number of people in a population who see the advertisement, programme or channel at least once in a given period of time.

  12. Frequency • The number of times each person reached is likely to have seen a particular advertisement, programme or channel.

  13. Reach and Frequency • Often used together. e.g “a given ad is said to have a reach of 80% and a frequency of 5”—meaning 8 people of every 10 could have seen the ad an average of 5 times over a given ratings period.

  14. Sampling • All audience research is based on sampling.—process whereby some people are chosen to represent the whole population. Ratings surveys may be local, regional or national. • Two types of sampling used in ratings research: multi-stage cluster sampling and stratified sampling. • Sampling is a complex and expensive process. Once it has been set up, used for some time. Rating services establish research panels—used for a number of years before panel members are replaced.

  15. Critique • Applied. It is pragmatic rather than theoretical. Sets out to provide answers to specific Qs e.g. how many people watch? • Administrative: contributes to the decision broadcasters make, operates more efficiently. Not critical of the industries. • Quantitative: relies on sampling procedures and adding up ‘exposures’. • Syndicated: ratings analysis used to generate reports that are offered for sale to those in the media industries. Not designed to solve social or cultural problems but to deliver immediately usable material to the industry. • Source:Webster et. al. 2000

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