Ratings analysis: theory and practice
L. Erlbaum Assocociates, Mar 1, 1991 - Business & Economics - 290 pages
When one hears or reads the term ratings, one often thinks of television or radio programs competing for an audience. However, the picture is much larger than that. People working in advertising and the electronic media are well aware of the significance of ratings data. Students considering careers in media such as broadcasting and journalism are compelled to study the process and results of audience ratings. However, in "Ratings Analysis: Theory and Practice," Webster and Lichty exemplify the many ways in which ratings can be vital to other vocations, such as social scientists interested in mass communication and media policymakers. The book not only covers the many applications of ratings data, but also delves into the means by which the data are collected, and finally, how the data should be analyzed. The authors have made an effort to keep the language understandable for a large range of potential readers.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Ratings Analysis in Advertising
Ratings Analysis in Programming
Ratings Analysis in Social Science
7 other sections not shown
Other editions - View all
A.C. Nielsen advertising analysis Arbitron audi audience behavior audience duplication audience estimates audience flow audience measurement audience members audience ratings audience shares average cable networks cable systems cable television called chapter cluster sampling commercial cost coverage cume cumulative measures daypart demographic determine diary electronic media ence example exposure factors formats frequency gross measures gross rating points GRPs households HUT levels in-tab KCRA KOVR KTXL KXTV major market area market reports mass behavior meters method MON-FRt Nielsen Nielsen Media Research nonprobability sample peoplemeters person population predict probability sample produce program audiences program type quarter hour radio audience radio stations ratings book ratings companies ratings data ratings reports ratings research ratings services reach response revenues sampling error schedule sell specific spot station's audience syndicated program techniques telephone television audience tion total audience TVHH viewers viewing watch