Table of Contents
Ratings Analysis: Audience Measurement and Analytics
1 An Introduction to Audience Research
Quantitative Versus Qualitative
2 The Audience Measurement Business
The Evolution of Audience Measurement
The Audience Measurement Business Today
Challenges of the New Media Environment
3 Audience Measurement Methods
4 Understanding Audience Behavior
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
Uses and Gratifications Theory
Toward a Comprehensive Understanding of Audience Behavior
An Integrated Model of Audience Behavior
6 Analysis of Cumulative Measures
7 Audience Research in Advertising
Broadcast and Cable Networks and Alternate Delivery Systems
Evolving Communication Technologies
How Many People Are in the Audience?
How Often Do the Same People Show Up in the Audience?
How Much Does It Cost to Reach the Audience?
8 Audience Research in Programming
Television Programming Broadcast
Did I Attract the Intended 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?
9 Audience Research in Financial Analysis
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?
10 Audience Research in Social Policy
What Do the Media Do to People?
What Are the Economic Implications of Various Policies?
Appendix A: DMA Market Rankings