| Description |
viii, 119 pages : illustrations ; 24 cm |
| Series |
Electronic media guide |
|
Electronic media guides.
|
| Contents |
1. Why Ratings? The Economic Background. Changes in Broadcasting Practices. The Switch to Multiple Sponsorship. The Ratings Grow in Importance. The Raters -- 2. Gathering the Data: The Theory Behind the Process. The Scientific Method. Goals of Research. Selecting the Nielsen/Arbitron Families -- 3. Survey Methods: Out of the Laboratory and into the Field. Choosing a Method. Meter Surveys. Diary Surveys. Telephone Surveys -- 4. Calculating the Results, or What the Ratings Report. Ratings Are Approximations. Types of Ratings. Ratings Terminology. Advertiser Computed Measures of Size and Efficiency -- 5. Interpreting the Ratings Reports: How the Ratings Are Used. Luring and Selling the Audience. Ratings as Programming Tools. Sweeps. Ratings as Tools for Sales Promotion. The Network Sales Process. The Local TV Marketplace. Radio Sales -- 6. Network TV Ratings. Major Method: The People Meter. Other Changes in the Network Reports. The Nielsen Network Reports. Future Directions |
|
7. Local TV Ratings. The Services. Major Ratings Methods for Television -- 8. Radio Ratings. The Switch to a Personal Medium. Basic Radio Concepts. Network Radio. Local Radio. The Services -- 9. Cable and VCR Ratings. National Measurement. Local Cable Market Measurement. Local Cable Franchises. VCR Measurement -- 10. The Business in Front of the Box. Raters and Their Critics. A Look Ahead -- Appendix A Summary of Services and Methods for Radio. Network Radio. Local Radio -- Appendix B Summary of Services and Methods for Television. Network Television. Local Television |
| Bibliography |
Includes bibliographical references (pages 117-119) |
| Subject |
Radio audiences -- United States.
|
|
Radio programs -- United States -- Rating -- Methodology
|
|
Television programs -- United States -- Rating -- Methodology
|
|
Television viewers -- United States.
|
| LC no. |
91045954 |
| ISBN |
0240800664 (paperback) |
|
