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by Lawrence Lichty, Patricia Phalen, James Webster
Ratings Analysis, 4th Edition
Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Preface
Ratings Analysis: Audience Measurement and Analytics
1 An Introduction to Audience Research
Types of Audience Research
Applied Versus Theoretical
Quantitative Versus Qualitative
Micro Versus Macro
Syndicated Versus Custom
Ratings Research
What Is It?
Why Is It Important?
Related Readings
PART I: AUDIENCE MEASUREMENT
2 The Audience Measurement Business
The Beginning
The Evolution of Audience Measurement
The Audience Measurement Business Today
Challenges of the New Media Environment
Measurement Strategies
Institutional Factors
Related Readings
3 Audience Measurement Methods
Sampling
Sample Designs
Error in Sampling
Sample or Census
Measurement
What Is Being Measured?
Measurement Techniques
Production
Editing Data
Adjusting Data
Supplementing Data
Related Readings
PART II: AUDIENCE ANALYTICS
4 Understanding Audience Behavior
Exposure to Media
Gross Measures of the Audience
Cumulative Measures of the Audience
Comparing Gross and Cumulative Measurements
Common Theories of Media Choice
Working Theories of Program Choice
Economic Models of Program Choice
Selective Exposure Theory
Uses and Gratifications Theory
Toward a Comprehensive Understanding of Audience Behavior
Audience Factors
Media Factors
An Integrated Model of Audience Behavior
The Model
Related Readings
5 Analysis of Gross Measures
Broadcast-Based Metrics
Web-Based Metrics
Comparisons
Prediction and Explanation
Related Readings
6 Analysis of Cumulative Measures
Broadcast-Based Metrics
Web-Based Metrics
Reach and Frequency
Comparisons
Audience Duplication
Prediction and Explanation
Related Readings
PART III: APPLICATIONS
7 Audience Research in Advertising
National Markets
Broadcast and Cable Networks and Alternate Delivery Systems
Syndication
Local Markets
Broadcast Stations
Local Cable Systems
Advertising Worldwide
Evolving Communication Technologies
Internet
Research Questions
How Many People Are in the Audience?
How Often Do the Same People Show Up in the Audience?
Who Are the Audience Members?
How Much Does It Cost to Reach the Audience?
Related Readings
8 Audience Research in Programming
Radio Programming
Television Programming Broadcast
Cable
The Internet
Research Questions
Did I Attract the Intended Audience?
How Loyal Is My Audience?
What Other Stations or Programs Does My Audience Use?
How Do Structural Factors Like Scheduling Affect Program Audience Formation?
Should We Continue to Produce This Program?
When Will a Program’s Costs Exceed Its Benefits?
Related Readings
9 Audience Research in Financial Analysis
Research Questions
How Effectively Does the Organization Compete for Market Revenues?
What Is the Value of a Programming Investment?
What Is the Value of a Media Property?
What Determines the Value of an Audience?
What Contribution Do Ratings Make to Revenues?
Related Readings
10 Audience Research in Social Policy
Government
Industry
The Public
Research Questions
What Do the Media Do to People?
What Do People Want?
What Are the Economic Implications of Various Policies?
Related Readings
Appendix A: DMA Market Rankings
Glossary
Bibliography and Additional Sources
Author Index
Subject Index
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