Page numbers in italics indicate figures or tables.
A. C. Nielsen Company 29–30, 30, 31; see also Nielsen
AAAA (American Association of Advertising Agencies) 21, 23, 263
AA (Audience Appreciation) data 264
ABC network 34, 34–5, 221–2, 222
A/B testing 73
accidental samples 268
Action for Children’s Television (ACT) 246
active audience 94, 95–6, 263; see also least objectionable program (LOP); passive audience
active/passive (A/P) meters 68, 264
AD (audience deficiency) 264
ADI (Area of Dominant Influence) 263
adjacency 263
ADS (alternate delivery systems) 183
Advertiser Looks at Radio, The (Crossley) 21
advertising: about 190–2, 191; addressable 194–5; banner 127, 265; cinema 193; communication technologies and 192–3; display 58–9, 127, 269; Internet 193–5; limits on 248; movie theater 193; paid search 158, 276; revenues 175, 240–1, 241; worldwide 190–5; see also advertising research
advertising agencies 21, 25, 141, 263
advertising research 173–203; about 173–4, 175; advertising worldwide 190–5, 191; local markets 185, 188–90; national markets 174, 176–85, 178–81, 186–7; research questions 195–203, 196, 197, 200–1; see also advertising
Advertising Research Foundation (ARF) 60, 264
adware 263
AGB (Audits of Great Britain) 32, 33, 39
age, median 133, 133–7, 135, 136
all barter 184
alternate delivery systems (ADS) 183
American Association of Advertising Agencies (AAAA) 21, 23, 263
America Now 186
American Research Bureau (ARB) 25, 27, 31, 264; see also Arbitron
American Urban Radio Networks 177
AMOL (Automated Measurement of Lineups) 263
ANA (Association of National Advertisers) 20–1, 23, 263
Anderson Analysis of Broadcasting 25
A/P meters (active/passive meters) 68, 264
AQH (average quarter hour) 121, 122, 148, 148, 264
ARB (American Research Bureau) 25, 27, 31, 264; see also Arbitron
Arbitron: about 9; cume duplication 148; cume ratings 147; defined 264; diaries 64, 64–5; GRP sampling error study 143; history 27, 28; Maximi$er 219; peoplemeters 251; portable peoplemeters 70, 71; qualitative ratings 60; radio 208; radio network audience 177; software packages for manipulating data 138
Area of Dominant Influence (ADI) 263
area probability samples 45–6, 264; see also cluster samples; probability samples
ARF (Advertising Research Foundation) 60, 264
Arianna 264
Asian population in U.S. 99
Associated Press 177
Association of National Advertisers (ANA) 20–1, 23, 263
AT&T 19
audience: active 94, 95–6, 263; available 99–101, 100, 101, 128, 129, 265; exclusive cume 271; importance of 3; passive 94, 277; potential 98–9; projected 118–19, 278; shrinking 34, 34–5; size of 195–6, 196; target 214–15, 216, 217, 283; total 57, 284; unduplicated 147, 284; value of 238, 239, 240; see also specific topics
Audience Appreciation (AA) data 264
audience availability 99–101, 100, 101, 128, 129, 265
audience behavior 87–115; audience factors 98–103, 100, 101, 104; exposure to media 87–92, 89, 90, 91; integrated model of audience behavior 111–15, 112; media choice theories 92–8; media factors 104–10, 105, 107, 108, 110
audience deficiency (AD) 264
audience duplication 161–5, 162, 164, 264; see also audience flow; channel loyalty; inheritance effects; recycling; repeat viewing
audience factors: individual determinants 102–3, 104; structural determinants 98–102, 100, 101, 104
audience flow 163, 221–2, 222, 264; see also audience duplication; inheritance effects
audience fragmentation 34, 34–5, 264–5
audience guarantees 182
audience loyalty 154, 202, 217–18
audience measurement business 18–40; beginning 18–20; challenges of new media environment 34, 34–6; diaries 26–8; evolution 20–33; institutional factors 38–40; measurement strategies 36–8; meters 28–33, 30; personal interviews 24–6; telephone interviews 20–4; today 33–40, 34
audience measurement methods: about 42; production 76, 79–83; sources of error 42–3; see also measurement; sampling
audience members 198–9, 200–1, 202
audience polarization 265; see also channel loyalty; channel repertoire
audience research: in advertising 173–203; applied versus theoretical 4–5; in financial analysis 225–42; importance of 3; methodological 4; micro versus macro 6–8; in programming 204–24; quantitative versus qualitative 5–6; in social policy 243–54; syndicated versus custom 8, 9–11, 12–13; types 3–8, 9–11, 12–13
audiometers 29–30, 30, 66, 265; see also storage instantaneous audimeters (SIAs)
audio, online 208
Audit Bureau of Circulations 9
Audits of Great Britain (AGB) 32, 33, 39
Australia 25
AutoHop 237
Automated Measurement of Lineups (AMOL) 263
available audience 99–101, 100, 101, 128, 129, 265
average 265; see also mean; median
average audience rating 121, 265
average page views 153
average quarter hour (AQH) 121, 122, 148, 148, 264
average time per page 153, 265
average unit rate 231
awareness of options 103
away-from-home listening 25, 265
BARB (Broadcasters’ Audience Research Board) 39, 265
barter syndication 183–5, 186–7, 265
BBC 39
behavioral variables 199
BET network 177
Big Bang Theory, The 187
billboards 193
Birch/Scarborough Research 28, 266
block programming 221, 266; see also inheritance effects
bookmarks 110
bounce rate 266
bounded rationality 103
broadband 73, 81, 266; see also cable systems
broadcast-based metrics: cumulative measures 146–51, 148; gross measures 118–20, 119, 121, 122–5
Broadcasters’ Audience Research Board (BARB) 39, 265
broadcast networks: advertising research 174, 176–7, 185, 188–9; advertising revenues 241, 241; programming 208–12; revenue report, sample 228, 229; television audiences 34, 34–5; see also radio; television
browsers 74, 76, 151, 152, 266; see also cookies
Bureau of Applied Social Research 243–4
buyer-graphics 199
C. E. Hooper, Inc. 22, 23–4, 26–7
C5 ratings see commercial ratings
CAB (Cooperative Analysis of Broadcasting) 21–3
Cable Advertising Bureau (CAB) 193, 266
cable networks 177, 178–81, 181–2
cable penetration 54, 140–1, 183, 266
cable television: advertising research 177, 178–81, 181–2; advertising revenues 175, 241, 241; audience size 106; programming 210, 212–13; see also television
CAC (Cinema Advertising Council) 193, 267
call-back 266; see also nonresponse error
Cantril, Hadley 243
cash-plus-barter 184, 266; see also barter
Castle 187
CATV (community antenna television) 266
CBS network 12, 19, 26, 34, 34–5
challenges of new media environment 34, 34–6
channel loyalty 166, 217, 267; see also audience duplication; inheritance effects
Chappell, Matthew 23
cinema advertising 193
Cinema Advertising Council (CAC) 193, 267
circulation 7, 36, 267; see also cume; reach
Clark, Montgomery 22
Clark-Hooper 22
click fraud 267
click rate 267
clickstream 267
click-through 267
cluster samples 45–6, 267; see also probability samples
CMSA (Consolidated Metropolitan Statistical Area) 267
codes 267
cognitive dissonance 96
cohorts 267; see also longitudinal surveys
coincidental 21–2, 23, 62, 77, 267
collaborative filtering 267
COLRAM (Committee on Local Radio Audience Measurement) 246, 268
COLTAM (Committee on Local Television Audience Measurement) 245–6, 268
COLTRAM (Committee on Local Television and Radio Audience Measurement) 268
commercial pods 202
commercial ratings 36, 37–8, 58, 121, 125, 268
Committee on Local Radio Audience Measurement (COLRAM) 246, 268
Committee on Local Television and Radio Audience Measurement (COLTRAM) 268
Committee on Local Television Audience Measurement (COLTAM) 245–6, 268
Community 187
community antenna television (CAT) 266
comparisons: cumulative measures 158–60, 159, 160; gross measures 127–31, 129, 132, 133, 133–9, 135, 136, 138
compulsory copyright license 253
Conrad, Frank 18
Consolidated Metropolitan Statistical Area (CMSA) 267
convenience samples 268
conversion ratio 227, 229, 278
Cooperative Analysis of Broadcasting (CAB) 21–3
copyright license, compulsory 253
Corporation for Public Broadcasting 60, 215
cost per action (CPA) 268
cost per gross ratings point (CPGRP) 124
cost per impression (CPI) 127, 269
cost per point (CPP) 124–5, 231, 269
cost per thousand (CPM): about 124, 125, 127, 132; average in selected countries 238, 239, 240; defined 269
Council for Research Excellence 6
CPA (cost per action) 268
CPGRP (cost per gross ratings point) 124
CPl (cost per impression) 127, 269
CPM see cost per thousand (CPM)
CPP (cost per point) 124–5, 231, 269
Crossley Business Research Company 20
cross-sectional surveys 46–7, 269; see also longitudinal surveys
cross-tabs 161–5, 162, 164, 269; see also audience duplication
Crystal Media Networks 177
cultivation analysis 247
cume 147, 269; see also circulation; reach
cume duplication 148, 219, 269; see also exclusive cume
cume persons 147, 148, 148, 150
cume ratings 147
cumulative measures 146–9; about 146; audience duplication 161–5, 162, 164; broadcast-based metrics 146–51, 148; comparisons 158–60, 159, 160; gross measures compared to 90–2, 91; prediction and explanation 165–9, 168; reach and frequency 155–8, 157; types 90, 90; web-based metrics 151–4, 152, 155
cumulative shares 149
daily patterns 100
data: adjusting 80–1, 138, 139; editing 76, 79–80, 270; supplementing 81–3
daytime 176
DBS (Direct Broadcast Satellite) 182, 269
demographic variables: advertising research 198; audience behavior and 99; defined 269; gross measures 130–1, 133, 133–7, 135, 136; program type preferences and 94; radio station format popularity 206, 215, 216
Designated Market Areas (DMAs): about 185, 188; advertising research 198–9, 200–1; defined 44, 270; New York 199, 200–1; number of 99; rankings 255–61
Dial Global 177
diaries: about 62–6, 63, 64; advantages and disadvantages 77; data, adjusting 80; data, editing 76, 79; defined 270; history 26–8
diary fatigue 66
differential survey treatment (DST) 270
digital video recorders (DVRs) 123, 137–8, 138, 270
Direct Broadcast Satellite (DBS) 182, 269
DirecTV 182
Dish Nation 186
Dish Network 237
display advertising 58–9, 127, 269
dissonance reduction 96
DMAs see Designated Market Areas (DMAs)
domain consolidation level 270
domain name level 269
double jeopardy effects 158–60, 159
DST (differential survey treatment) 270
duplicated audience see audience duplication
duplication of viewing law 165–7
DVRs (digital video recorders) 123, 137–8, 138, 270
EACA (European Association of Communications Agencies) 270
EBU (European Broadcasting Union) 270
economic implications of social policies 251–4
economic models of program choice 95–6
editing 76, 79–80, 270; see also ascription
effective exposure 270; see also frequency
effective frequency 158
effective sample size (ESS) 56, 270–1
82/22 distributions 106–7, 107, 108
Elder, Robert 29
error: defined 42; nonresponse 53–6; sampling 47–51, 48, 49, 52, 53; sources of 42–3
ESF (expanded sample frame) 270; see also sample frame
ESOMAR (European Society of Opinion and Marketing Research) 271
ESS (effective sample size) 56, 270–1
E.T.: The Extraterrestrial 192
European Association of Communications Agencies (EACA) 270
European Broadcasting Union (EBU) 270
European Society of Opinion and Marketing Research (ESOMAR) 271
exclusive cume audience 271
exit rate 271
expanded sample frame (ESF) 270; see also sample frame
expected frequency 163
exposure 14–15, 59–60, 87–92, 89, 90, 91
Facebook 13–14, 73, 74, 154, 155
Federal Communications Commission (FCC) 244–5, 247, 248–9, 250–1, 252, 271
Fessenden, Reginald A. 18
financial analysis, audience research in 225–42; about 225–7; research questions 227–42, 228, 232, 236, 239, 241
first copy costs 38
first-run syndication 185, 186, 210
forecasting errors 142
formats 205–6, 207, 215, 216, 271
Fox News 177
frequency 156–8, 157, 196–8, 197, 271
frequency distribution 49, 271
fusion see data fusion
Gannett Co. 237
Garrison, Garnet 26
grazing 271
gross cinema points 193
gross impressions 119, 119, 271
gross measures 117–44; broadcast-based metrics 118–20, 119, 121, 122–5; comparisons 127–31, 129, 132, 133, 133–9, 135, 136, 138; cumulative measures compared to 90–2, 91; prediction and explanation 139–44, 142; types 88–90, 90; web-based metrics 125–7
gross rating points (GRPs): about 120, 156–7, 157; calculating 121; defined 272; reach estimates 197, 197–8; sampling error 143
group viewing 102
GRPs see gross rating points (GRPs)
hammocking 221, 272; see also audience flow; inheritance effects
Harris, Oren 31
Harris Committee 31
headends 190, 272; see also cable systems
heads of household 272
heterogeneity 51
Hispanics 99
Hitwise 9
home county 272
home market 272
home market share ratio 227, 229, 278
home stations 272
Hot in Cleveland 186
households 122–3, 272; see also group quarters
households per diary value (HPDV) 81, 272; see also projected audiences
households using television (HUT) 88, 89, 120, 121, 272
House of Cards 213
HPDV (households per diary value) 81, 272; see also projected audiences
Hulu 213
Hurricane Sandy 79
HUT (households using television) 88, 89, 120, 121, 272
hyperlinks 109
hypoing 272
IAB (Interactive Advertising Bureau) 246, 272
IBOPE 10
image recognition technology 69–70
impressions: about 127; cost per 127, 269; defined 272; gross 119, 119, 271; served 58–9, 127; viewable 59, 127
Imus, Don 177
independents 273
indexes and indexing 130–1, 137, 138, 139
individual determinants: audience characteristics 102–3, 104; media environments 109–10, 110
inertia 273
inheritance effects 167, 220–1, 273; see also audience duplication; audience flow; channel loyalty
initially designated samples 53
Interactive Advertising Bureau (IAB) 246, 272
Internet: advertising 58–9, 175, 193–5, 241, 241; audience behavior 115; audience research in programming 213–14; bookmarks 110; brands, long tail distribution of 106, 108; defined 273; structural features 109
Internet Service Providers (ISPs) 9, 73, 110, 273
interviewer bias 273; see also response error
Ipsos 10
ISPs (Internet Service Providers) 9, 73, 110, 273
joint industry committees (JICs) 39, 191–2, 273
Judge Judy 210
Junior Mints 192
Katie 186
keyword search 273
Klein, Paul 94
Knowledge Networks, Inc. 10
Kodak 192
Last Shot with Judge Gunn 186
Las Vegas 189
late night (daypart) 176
Late Show With David Letterman 176, 220
Latinos 99
Lawyers, The 186
lead-in 220, 273; see also inheritance effects
lead-in effect see inheritance effects
least objectionable program (LOP) 94, 141, 274; see also passive audience
“listening tables” 26
live-plus viewing 192
local news and public affairs programming 248–9
local peoplemeters (LPMs) 40, 55, 274
local radio 175
local television 113–15, 175, 211, 278
longitudinal surveys 47, 274; see also cross-sectional surveys
long tail distributions 106–7, 107, 108
LOP (least objectionable program) 94, 141, 274; see also passive audience
loyalty, audience 154, 202, 217–18
LPMs (local peoplemeters) 40, 55, 274
magazines 239
marginals 162
market information regimes 16
Marketing Evaluations Inc. 10, 211
markets: home 272; local 185, 188–90; national spot 185, 189; opportunistic 183, 276; scatter 182–3, 281; television 99; upfront 182, 285; see also national markets
market segmentation 198–9, 200–1, 202, 274; see also demographic variables
M*A*S*H 209
Maximi$er 219
McNair Survey 25
mean 274; see also average; median; mode
measurement: about 57–8; defined 57, 274; item being measured 58–61; see also measurement techniques
measurement error 274
measurement techniques 61–76; advantages and disadvantages 77–8; diaries 62–6, 63, 64; meters 66–70, 69, 71, 72, 72–3; questionnaires 61–2; servers 73–6
measures, defined 274
“Measuring Media Plurality” 245
Media Audit, The 11
media factors, in audience behavior 104–10, 105, 107, 108, 110
Mediamark Research (MRI) 26, 83
Media Metrix 194
median 133, 274; see also average; mean; mode
media owner committees (MOCs) 191–2
media properties, value of 236, 236–8
Media Rating Council (MRC) 31, 39, 274
meters: active/passive 68, 264; computer 70, 72–3, 78; defined 274; editing data from 79; history 28–33, 30; household 67, 77, 80; as measurement technique 66–70, 69, 71, 72, 72–3; see also audimeters; peoplemeters
methodological research 4
metro area 274
Metropolitan Statistical Area (MSA) 275
metro ratings 274; see also ratings
metro shares 274
minimum reporting standard 275
MOCs (media owner committees) 191–2
mode 274; see also average; mean; median
mood management theory 97
mortality 274
movie theater advertising 193
MRC (Media Rating Council) 31, 39, 274
MRI (Mediamark Research) 26, 83
MSA (Metropolitan Statistical Area) 275
multiple system operators (MSOs) 275
multiset households 275
multistage samples 45–6, 275; see also cluster samples; probability samples
Murder, She Wrote 210
NAB (National Association of Broadcasters) 245–6, 252–3, 271, 275
narrowcasting 212, 275; see also block programming
NASCAR 193
National Association of Broadcasters (NAB) 245–6, 252–3, 271, 275
National Association of Television Program Executives (NATPE) 184, 275
National Cable and Telecommunications Association (NCTA) 246, 271, 275
national markets: broadcast networks 174, 176–7; buying and selling audiences in 182–3; cable networks and alternate delivery systems 177, 178–81, 181–2; syndication 183–5, 186–7
National Public Radio (NPR) 208, 215
NATPE (National Association of Television Program Executives) 184, 275
NCAA basketball tournament 195–6, 196
NCTA (National Cable and Telecommunications Association) 246, 271, 275
Netscape 74
net weekly circulation 275; see also cume
network analysis 167–8, 168, 275
networks: cable 177, 178–81, 181–2; defined 275; radio 177; social 103; television, long tail distribution of 106, 107; unwired 285; see also broadcast networks; specific networks
news 93, 96, 113–15, 176, 239, 248–9
Nielsen: about 10; acquisitions 23–4; channels, number of 249; competitors 27; computer meters 73; data fusion 83; diaries 28, 62, 63, 63–4; faults in data 79; GRP sampling error study 143; history 23–4, 27; institutional factors 39; live-plus viewing 192; local cable systems 190; meters 32, 33; multistage cluster sampling 45; peoplemeters 16, 40, 68–9, 81; projected audience 119; public broadcasting 217; sample weighting 81; satellite delivered programming 182; software packages for manipulating data 138; time-shifted viewing 123; video games, commercials in 193; see also Designated Market Areas (DMAs)
Nielsen Media Research 193
Nielsen Online 194
Nielsen Radio Index (NRI) 29, 30, 31
Nielsen Station Index (NSI) 30, 276
Nielsen Television Index (NTI) 30, 32, 276
noncooperating households 54–5
nonlinear media 35–6, 275; see also linear media
nonprobability samples 43, 275; see also convenience samples; purposive samples; quota samples
nonresponse 275
nonresponse error 42–3, 53–6, 276
normal distribution 276; see also skew
NPower 276
NPR (National Public Radio) 208, 215
NRI (Nielsen Radio Index) 29, 30, 31
NSI (Nielsen Station Index) 30, 276
NTI (Nielsen Television Index) 30, 32, 276
off-cable programs 210
off-network programs 186–7, 209–10, 276
online audio 208
online video destinations 160, 160
O & O (owned & operated) 104, 236, 276
opportunistic market 183, 276; see also scatter market; upfront market
Oprah Winfrey Show, The 220
Optimedia 211
options, awareness of 103
original research 12
oversample 276
owned & operated (O&O) 104, 236, 276
page rank 276
paid search advertising 158, 276
panels 47, 276; see also cross-sectional surveys; longitudinal surveys; trend analysis
Parks and Recreation 187
passive audience 94, 277; see also active audience; least objectionable program (LOP)
pay-for-placement see keyword search; paid search
pay-per-click 277; see also paid search
pay-per-impression 277
PBS (Public Broadcasting Service) 215, 217
people as unit of analysis 123
peoplemeters: about 12, 67–8; advantages and disadvantages 78; defined 277; functions 68; history 32–3, 40; local 40, 55, 274; minority audiences and 16, 251; passive 69–70; photo 69; portable 33, 70, 71, 72, 78, 277; response error 68–9
periodicity 277
personal video recorders (PVRs) 279
persons per diary value (PPDV) 81, 278; see also projected audiences
persons using radio (PUR) 120, 279
persons using television (PUT) 120, 279
phone coincidental 21–2, 23, 62, 77
phone recall 21–2, 61–2, 77, 277; see also coincidentals
phones, smart 70
placement interviews 277
PMSA (Primary Metropolitan Statistical Area) 277
polarization, audience 265; see also channel loyalty; channel repertoire
population 277
portable peoplemeters (PPMs) 33, 70, 71, 72, 78, 277
positioning 206
post-buy analysis 142, 142–3, 189, 235, 278
PPDV (persons per diary value) 81, 278; see also projected audiences
PPMs (portable peoplemeters) 33, 70, 71, 72, 78, 277
pre-buy analysis 230–1, 232, 233–5
prediction and explanation: cumulative measures 165–9, 168; gross measures 139–44, 142
Premiere Networks 177
Primary Metropolitan Statistical Area (PMSA) 277
primary research 12
prime access (in local television) 211, 278
Prime Time Access Rule (PTAR) 278–9
probability samples 43, 278; see also confidence intervals; confidence level; sampling error
product placement 192
program analyzers 12
programming: audience research in 204–24; block 221, 266; Internet 213–14; investment, value of 229–31, 232, 233–6; radio 205–6, 207, 208, 216; research questions 214–24, 216, 222; social policy, audience research in 249–51; television 208–13
programs: off-cable 210; off-network 186–7, 209–10, 276; reality 210; see also specific programs
program scheduling 107, 109, 220–2, 222
projectable 278; see also probability samples; projected audiences
projected audiences 118–19, 278; see also probability samples
PTAR (Prime Time Access Rule) 278–9
public, the 246
public broadcasting 215, 217, 221
Public Broadcasting Service (PBS) 215, 217
Pulse of New York, The 24–5, 31
PUR (persons using radio) 120, 279
purposive samples 279
PUT (persons using television) 120, 279
PVRs (personal video recorders) 279
qualitative ratings 60–1, 279; see also engagement
quarter-hour maintenance 218
quota samples 279; see also nonprobability samples; probability samples
RAB (Radio Advertising Bureau) 193, 279
RADAR (Radio’s All Dimension Audience Research) 28, 279
radio: advertising revenues 175, 241, 241; audience measurement history 18–19; available audience 129; call-out research 8; CPM, average in selected countries 239; local markets 185, 188; programming 205–6, 207, 208; program types 93; revenue report, sample 228, 229; social policy, audience research in 243–4; station reps 189; see also specific topics
Radio Advertising Bureau (RAB) 193, 279
Radio Frequency Identification (RFID) 70, 280
radio networks 177
Radio’s All Dimension Audience Research (RADAR) 28, 279
random digit dialing (RDD) 279
random samples see probability samples
rate of response 279; see also in-tab
ratings: average quarter-hour 121; calculating 88, 89, 121; commercial 36, 37–8, 58, 121, 125, 268; cume 147; defined 13, 88, 279; as gross measure 120; metro 274; qualitative 60–1, 279; revenues and 240–2, 241
ratings distortion 279; see also hypoing
ratings research: about 13–15; importance of 15–17
rational choice models 103
rationality, bounded 103
RDD (random digit dialing) 279
reach 155–7, 157, 165, 196–8, 197, 280; see also cume; frequency
reality programs 210
recommender systems 109
recruitment techniques 54
recycling 150, 218, 280; see also audience duplication
Reese’s Pieces 192
relative standard error 50, 280; see also sampling error
relative standard error thresholds 280; see also relative standard error
repeat viewing 164, 280; see also audience duplication
rep firms 189
replication 280
research questions: advertising research 195–203, 196, 197, 200–1; financial analysis 227–42, 228, 232, 236, 239, 241; programming 214–24, 216, 222; social policy 246–54
respondents 280
response error 43, 68–9, 280; see also interviewer bias
return on investment (ROI) 280; see also conversion rate; pay-per-click
revenues: advertising 175, 240–1, 241; competition for 227, 228, 229; radio revenue report, sample 228, 229; ratings and 240–2, 241; television station 236, 236–7
RFID (Radio Frequency Identification) 70, 280
rich media 280
Robinson, Claude 28
ROI (return on investment) 280; see also conversion rate; pay-per-click
rolling average 280; see also bounce
ROS (run of schedule) 281
Roy Morgan Research 11
run of schedule (ROS) 281
sample balancing see sample weighting
sample frame 281
sample performance indicator (SPI) 79, 282
samples: about 43; accidental 268; area probability 45–6, 264; buffer 54–5, 266; cluster 45–6, 267; convenience 268; defined 281; initially designated 53; multistage 45–6, 275; nonprobability 43, 275; probability 43, 278; purposive 279; quota 279; stratified 46, 283; systematic 44–5, 283
sampling 43–57; about 43–4; census versus 56–7; error in 47–51, 48, 49, 52, 53–6; sample designs 44–7
sampling distribution 49, 49, 281
sampling error: about 47–51, 48, 49, 52, 53; defined 42, 281; predicting and explaining 143; sampling and 53
sampling frames 44
sampling interval 45
sampling rate 281
sampling units 281
Sandy, Hurricane 79
satisficing 103
Saturday Night Live 210
Scarborough Research 11
scatter market 182–3, 281; see also opportunistic market; upfront market
SE (standard error) 49, 49–50, 282; see also confidence intervals; confidence level; relative standard error
seasonal patterns 100
segmentation 198–9, 200–1, 202, 281; see also target audience
Seiler, James 27
Seinfeld 192
selective exposure 96–7, 247–8
server-centric measurement 37, 42, 151–2, 281; see also user-centric measurement
sets-in-use 281
set-top boxes (STBs) 33, 37, 56–7, 67, 82, 283
Sex and the City 210
shares 88, 89, 120, 122, 149, 274, 281
SIAs (storage instantaneous audimeters) 31, 282
Simmons 11
simple random samples 44, 282; see also probability samples
single source 82, 282; see also data fusion
SMART (Systems for Measuring And Reporting Television) 32, 39
smartphones 70
SMSA (Standard Metropolitan Statistical Area) 282
SNTA (Syndicated Network Television Association) 193, 283
social networks 103
social policy, audience research in 243–54; about 243–4; government 244–5; industry 245–6; public, the 246; research questions 246–54
Spanish-language programming 99
SPI (sample performance indicator) 79, 282
spill 282
spin-offs 282
spyware 282
SRDS (Standard Rate and Data Service) 282
SRI (Statistical Research Inc.) 27–8, 32
standard error (SE) 49, 49–50, 282; see also confidence intervals; confidence level; relative standard error
Standard Metropolitan Statistical Area (SMSA) 282
Standard Rate and Data Service (SRDS) 282
Starch, Daniel 24
station total area 282
Statistical Research Inc. (SRI) 27–8, 32
statistical significance 282–3; see also confidence level
statistical thinking 7
STBs (set-top boxes) 33, 37, 56–7, 67, 82, 283
Steve Harvey 186
storage instantaneous audimeters (SIAs) 31, 282
structural factors: audience 98–102, 100, 101, 104; audience research in programming 220–2, 222; media 104, 105, 106–7, 107, 108, 109, 110
subscriptions 110
surveys: cross-sectional 46–7, 269; enumeration 54, 271; establishment 54, 271; longitudinal 47, 274; web-based 62
syndicated exclusivity (Syndex) 252
Syndicated Network Television Association (SNTA) 193, 283
syndication: advertising research 183–5, 186–7; advertising revenues 175; audience size 106; defined 283; radio 177; television 175, 209–10
Synovate 11
Systems for Measuring And Reporting Television (SMART) 32, 39
TAM (Television Audience Measurement) 283
target audience 214–15, 216, 217, 283
Target Audience Ratings Points (TARP) 283
technologies: communication 192–3; image recognition 69–70; owned 104, 105, 109–10; platforms 36
Telecommunications Act (1996) 245, 252
telephone coincidental 21–2, 23, 62, 77
telephone recall 21–2, 61–2, 77, 277; see also coincidentals
television: advertising revenues 175, 241, 241; age of network audiences, median 136, 136–7; audience fragmentation history 34, 34–5; available audience 100, 129; channel repertoire 110; channels available 34, 35; CPM, average in selected countries 239; group viewing 102; integrated model of audience behavior applied to 113–15; localism 248–9; local markets 185, 188; ownership restrictions 252–3; programming 208–12; program scheduling 107, 109; program types 93, 94; revenue potential of stations 236, 236–7; station reps 189; technologies owned 104, 105, 109; see also cable television; specific topics
Television Audience Measurement (TAM) 283
Television Bureau of Advertising (TvB) 193, 284
Television City 12
television household (TVHH) 283
television markets 99
television networks, long tail distribution of 106, 107
television programming: broadcast 208–12; cable 210, 212–13; research questions 215, 220–2, 222, 223
Terra Nova 223
30 Rock 187
time buyers 129, 189, 217, 242, 284
time period averages 284
time-shifted viewing 123, 137–8, 138
time spent listening (TSL) 148, 148–9, 153, 217–18, 284
time spent viewing 149, 153, 158–60, 159, 284
toll broadcasting 19
Tonight Show With Jay Leno, The 176, 220
tripartite research company contract (TRCC) 191–2, 284
TSL (time spent listening) 148, 148–9, 153, 217–18, 284
TvB (Television Bureau of Advertising) 193, 284
TVHH (television household) 283
Twilight Zone, The 210
Twitter 82
Two and a Half Men 221
2 Broke Girls 221
ultra high frequency (UHF) 252–3, 284
unduplicated audience 147, 284
uniform resource locator (URL) 285
unique browsers 152
unique cookies 152
unique devices 152
unique users 152
unique visitors 151, 284; see also cume; unduplicated audience
United Stations Radio Network 177
universe see population
unwired networks 285
URL (uniform resource locator) 285
user-centric measurement 36–7, 285; see also server-centric measurement
uses and gratifications theory 97–8
value: of audience 238, 239, 240; of media properties 236, 236–8; of programming investment 229–31, 232, 233–6
variability 51
variables 202, 285; see also demographic variables
very high frequency (VHF) 253, 285
video destinations, online 160, 160
video games 193
video on demand (VOD) 285; see also nonlinear media
viewer loyalty 154, 202, 217–18
viewers per viewing household (VPVH) 285
view-through 285; see also click-through
virtual billboards 193
visits 127
VOD (video on demand) 285; see also nonlinear media
VPVH (viewers per viewing household) 285
Warner Bros. 6
web analytics 73, 285; see also server-centric measurement
web-based metrics 125–7, 151–4, 152, 155
web-based surveys 62
web pages 285
weighted in-tab 286; see also sample weighting
weighting 286; see also sample weighting
welfare economics 250
WFA (World Federation of Advertisers) 38, 286
window 213
Woodruff, Louis F. 29
World Wide Web (WWW) 286
working theories of program choice 93–5
World Federation of Advertisers (WFA) 38, 286
WWW (World Wide Web) 286
zip code information 131, 199, 219
zipping 286