How to calculate the TV influence index
Publish: 2021-05-18 18:48:36
1.
The number of people (households) watching the target program / the total number of audience (households) = rating a
the number of sample people (households) watching the target program / the number of sample people (households) = audience rating B
A and B are two completely different data, rating a represents the objective fact of viewing, that is, the objective rating; Audience rating B is the statistical data from the ratings survey; But the two have long been mixed together
it is obvious that the closer the "sample number" is to the local objective "total number of audience", the smaller the error between a and B. But in fact, e to some technical obstacles in the survey operation, there is a huge gap between the number of sample people (households) and the total number of objective audience (households)
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extended materials
the website of national standardization management committee recently announced that the first national standard for TV rating survey in China, TV rating survey criteria, was implemented on July 1, 2014. The standard will regulate the chaos existing in the current ratings survey, release and interpretation
the standard points out that China's TV ratings survey should be consistent with the international norms, the survey methods and techniques should keep pace with the international standards, and should conform to the specific situation of the domestic TV ratings market
the data provider must keep the data of the sample households strictly confidential to prevent the sample households from being affected by the third party. The data user should also abide by professional ethics, and should not use improper means to compete with the same instry. At the same time, a reporting system should be established, and China Radio and Television Association should accept the reporting and perform verification
the standard also standardizes the principle of data use, and clearly points out that the rating data is not the only index of program evaluation, it can not reveal the ideological and artistic nature of the program, and the abuse of rating data in market analysis and program evaluation should be avoided
2. The energy efficiency index of LCD TV = average brightness of screen * effective luminous area / (power at start-up - signal processing power) / 1.1, in which the signal processing power is constant, the component input signal is 6W, and the analog RF input signal is 10W; The other three parameters are obtained according to the specifications and tests of different screens.
3. Before the formal survey, arrange several different number of experimental surveys, use statistical principles in the experimental survey, and then call a small group in a large group to sample the audience data by using the method of making a phone call
is an effective means to understand the program ratings in order to achieve scientific management. Most radio and TV stations in China pay more and more attention to the role of viewing data. Media management is a great progress in media management and program setting, from "shooting the head", relying on experience to believing in objective data. However, the main role of data is for people to use, what these data can be used for, how to get useful information from the complex data, how to maximize the role of data, still need to be further explored. This paper attempts to provide some suggestions for the use of viewing data
ratings data refers to the data about the ratings of radio and television programs obtained through surveys. According to different users, it can be divided into TV watching data and radio listening data. According to the content of the data, it can be divided into ratings data and satisfaction data. Our country mainly uses the ratings data. Satisfaction data is widely used in Hong Kong and Japan. This kind of data mainly refers to the user satisfaction index of goods to understand the audience's satisfaction with a certain media or program. It was only in the mid-1980s that China began to graally introce ratings data from abroad. In 1996, the then General Administration of radio, film and television issued the "notice on recommending the use of the national television audience survey network in the radio and television system", and the status of the ratings data was officially established. Especially in recent years, all stations pay more attention to the role of ratings data, and generally spend money to buy data from the Bureau of statistics, professional ratings research companies or market research companies. However, needless to say, the effective analysis and utilization of ratings data in China is still relatively low, and the real role of ratings data has not been played< At present, most radio and TV stations mainly use the viewing data for station management. For example, what programs should be launched and what programs should be cut; It's used to evaluate awards, awards, etc. Theorists also focus on how to use the ratings data to form a scientific program evaluation system. It can be said that this kind of utilization is still at a relatively shallow level, and there is no clear real purpose of viewing data, and there is no main role of developing data. In station evaluation is only one of the purposes of viewing data. It should not play a major role in all aspects of viewing data. If you want to understand the role of ratings data, you must first understand its generation process<
audience data is to use statistical methods to extract some samples from the audience as a whole, and infer the overall situation according to the situation of the samples. It is generally obtained from the following ways: 1. Personnel measuring instrument: a special instrument that can record the audience's viewing or listening time, and can regularly feed back to the data center. 2. Diary card: Interviewees fill in a specific form to record their viewing behavior. 3. Face to face interview: understand the audience's viewing behavior through door-to-door or intercepted interview. 4. Telephone interview: the interviewers call the target audience to understand the audience's viewing behavior
e to the rapid development of the TV rating instry, the stability and reliability of the data obtained by these two methods are better, and the success rate of effective access is also relatively high. Especially with the personnel measuring instrument, the objectivity of the data can be further improved. Therefore, these two ways are used more in TV audience survey. The latter two methods are mainly used in the audience survey of broadcasting
in the design of the questionnaire (there is no questionnaire in the strict sense for the personnel measuring instrument, but it requires the sample households to provide background information. For example, age, family population, income, etc.) if the main concern is the audience's behavior and trends, rather than not concerned about the audience's satisfaction with specific programs and columns, then the data obtained is the ratings; If we mainly want to know the audience's satisfaction with a specific channel, column and program, then the data is the audience satisfaction. In short, no matter which way to get the data, whether the data is ratings or satisfaction, the purpose is to understand the audience, the audience's eyes is the main source of media revenue. So the audience rating is first used to understand the needs of the audience, so as to provide guidance for programming. After the professionals receive the ratings of each sample, they should summarize them. These data are set up in a large database, and then analyzed. First of all, we should analyze the trend of programs and channels, which is generally reflected through charts. Then, under the guidance of communication knowledge, we use advanced statistical analysis methods to find out the laws behind the complex data. We can find out who are watching or listening to the program, what their social attributes are, and where people with such social attributes are interested in the program. Thus, the type and style of the program can be adjusted. Make the program more suitable for these audiences
viewing data can also help the media understand the differences between the actual audience and the target audience; Who are the potential audience of the program and how to attract them. According to the information, we can improve the style of the program, which can improve the popularity of the audience. If there is a change in the rating data, then the reason for the change is the audience or the program itself. Finding these reasons can help with long-term planning
secondly, viewing data can coordinate the relationship among media, advertisers and businesses
with the diversification of the media market, the audience has more choices, so every media is facing the situation of competing for limited market share. The media market has changed from the seller's market to the buyer's market: it is impossible for the media to dominate the advertisers by their own will. When advertisers advertise in the media, they should first consider what kind of effect this advertisement can bring. At present, the means of advertising effect monitoring in China is still very underdeveloped. In the case that there is almost no professional effect monitoring for specific advertising, advertisers can only rely on the audience data to determine where to advertise. If the advertisement is through the agency of the advertising company, then the business will first ask the advertiser why to choose this period instead of other periods. Advertising companies can only give an account to businesses through ratings data. In short, ratings data is the link between media, advertisers and businesses, and plays a regulatory role among them. Those media that can reach a relatively high level of ratings are bound to graally occupy an advantage in the competition, and businesses can also make use of higher "audience" to achieve good economic benefits
however, the ratings data has its own limitations when coordinating these relationships. The ultimate goal of advertising is to achieve the purchase behavior. The final purchase of the audience generally goes through four stages: knowing (watching or listening to the advertisement), feeling (having a good impression on the advertisement and the proct), intention (willingness to purchase) and behavior (purchasing behavior). The fourth stage is the most concerned stage, that is, whether advertising stimulates the sales behavior of goods. If there is such a stimulating effect, then the input-output ratio of advertising is appropriate. The main concern of the audience data is the first stage of the audience behavior, that is to say, it can only know whether the audience has watched or listened to the advertisement. But it is not sure whether this kind of advertisement can be transformed into the final purchase behavior. When advertisers understand the advertising effect through viewing data, they actually use the first stage to infer the fourth stage, so there are often errors. For example, some programs have high ratings, but their audiences may be concentrated in the class with limited purchasing power. Then the high-end consumer goods advertising will not have much practical effect. Although the ratings data has such defects, it is still the best choice for media, advertisers and businesses in the absence of other credible information< The main advantage of TV data is that it is more scientific than experience and common sense. It can break through the limitations of personal vision and emotion, and provide more empirical conclusions. There are generally two forms of viewing data purchased by media: original data and analysis results. In addition to very professional media research companies, most of the companies do not have communication knowledge and do not know enough about the actual situation of data users, so it is better for the media to make further analysis. When the media get the original data, they only get the index of listening and watching. Why do some indicators appear; What does the rise and fall of the data mean; It is related to those factors, or has a causal relationship; How to use these data for program positioning and adjustment. These must be further data analysis, and even to do a special survey to seek answers
as mentioned above, one of the main functions of ratings data is to understand the audience, so as to provide information for program proction. Therefore, understanding the rise or fall of the program's ratings index is a primary use. The audience data of media purchase should also include the background information of the audience as far as possible (mainly the background information selected through analysis and related or causal with the audience's viewing behavior). Then we can use advanced statistical analysis methods to analyze these data and find the factors that really affect the viewing behavior. Only by adjusting the programs according to these factors can the acceptance of programs be improved. The information obtained from simple ratings or listening rates is limited. For example, the increase or - 3 - decrease of audience data is not only the change of audience number, but also the overall flow of audience group; Flat ratings do not represent the stability of audience attributes. For example, in the ratings survey of a certain program, there is no obvious change in ratings, but after analysis, it is found that the audience's personal income level and ecation level are on the rise. On the surface, the ratings of the program are relatively stable, so there should be no big changes in the program. But in fact, the audience itself has changed a lot, so we should change the program design: or make the program suitable for the previous audience, in order to increase the program ratings; Or close to the level of high income and high culture, find out the places of interest (appeal points) of this kind of audience, and then close to the setting of the whole program, so as to develop the potential audience of the program
from the current point of view, the main way to obtain the viewing data is through the following proceres: 1. Sampling: because the viewing data involves all the people who have some receiving equipment in a certain area, there are a large number of people. Due to time and financial constraints, it is impossible to conct a comprehensive census to find out everyone's ratings in the area. This is not only not allowed by objective conditions, but also unnecessary. Therefore, the scientific sampling method is generally used to extract a certain proportion of samples from the target population to infer the situation of the whole audience. Scientific sampling is the key to the validity of final data
is an effective means to understand the program ratings in order to achieve scientific management. Most radio and TV stations in China pay more and more attention to the role of viewing data. Media management is a great progress in media management and program setting, from "shooting the head", relying on experience to believing in objective data. However, the main role of data is for people to use, what these data can be used for, how to get useful information from the complex data, how to maximize the role of data, still need to be further explored. This paper attempts to provide some suggestions for the use of viewing data
ratings data refers to the data about the ratings of radio and television programs obtained through surveys. According to different users, it can be divided into TV watching data and radio listening data. According to the content of the data, it can be divided into ratings data and satisfaction data. Our country mainly uses the ratings data. Satisfaction data is widely used in Hong Kong and Japan. This kind of data mainly refers to the user satisfaction index of goods to understand the audience's satisfaction with a certain media or program. It was only in the mid-1980s that China began to graally introce ratings data from abroad. In 1996, the then General Administration of radio, film and television issued the "notice on recommending the use of the national television audience survey network in the radio and television system", and the status of the ratings data was officially established. Especially in recent years, all stations pay more attention to the role of ratings data, and generally spend money to buy data from the Bureau of statistics, professional ratings research companies or market research companies. However, needless to say, the effective analysis and utilization of ratings data in China is still relatively low, and the real role of ratings data has not been played< At present, most radio and TV stations mainly use the viewing data for station management. For example, what programs should be launched and what programs should be cut; It's used to evaluate awards, awards, etc. Theorists also focus on how to use the ratings data to form a scientific program evaluation system. It can be said that this kind of utilization is still at a relatively shallow level, and there is no clear real purpose of viewing data, and there is no main role of developing data. In station evaluation is only one of the purposes of viewing data. It should not play a major role in all aspects of viewing data. If you want to understand the role of ratings data, you must first understand its generation process<
audience data is to use statistical methods to extract some samples from the audience as a whole, and infer the overall situation according to the situation of the samples. It is generally obtained from the following ways: 1. Personnel measuring instrument: a special instrument that can record the audience's viewing or listening time, and can regularly feed back to the data center. 2. Diary card: Interviewees fill in a specific form to record their viewing behavior. 3. Face to face interview: understand the audience's viewing behavior through door-to-door or intercepted interview. 4. Telephone interview: the interviewers call the target audience to understand the audience's viewing behavior
e to the rapid development of the TV rating instry, the stability and reliability of the data obtained by these two methods are better, and the success rate of effective access is also relatively high. Especially with the personnel measuring instrument, the objectivity of the data can be further improved. Therefore, these two ways are used more in TV audience survey. The latter two methods are mainly used in the audience survey of broadcasting
in the design of the questionnaire (there is no questionnaire in the strict sense for the personnel measuring instrument, but it requires the sample households to provide background information. For example, age, family population, income, etc.) if the main concern is the audience's behavior and trends, rather than not concerned about the audience's satisfaction with specific programs and columns, then the data obtained is the ratings; If we mainly want to know the audience's satisfaction with a specific channel, column and program, then the data is the audience satisfaction. In short, no matter which way to get the data, whether the data is ratings or satisfaction, the purpose is to understand the audience, the audience's eyes is the main source of media revenue. So the audience rating is first used to understand the needs of the audience, so as to provide guidance for programming. After the professionals receive the ratings of each sample, they should summarize them. These data are set up in a large database, and then analyzed. First of all, we should analyze the trend of programs and channels, which is generally reflected through charts. Then, under the guidance of communication knowledge, we use advanced statistical analysis methods to find out the laws behind the complex data. We can find out who are watching or listening to the program, what their social attributes are, and where people with such social attributes are interested in the program. Thus, the type and style of the program can be adjusted. Make the program more suitable for these audiences
viewing data can also help the media understand the differences between the actual audience and the target audience; Who are the potential audience of the program and how to attract them. According to the information, we can improve the style of the program, which can improve the popularity of the audience. If there is a change in the rating data, then the reason for the change is the audience or the program itself. Finding these reasons can help with long-term planning
secondly, viewing data can coordinate the relationship among media, advertisers and businesses
with the diversification of the media market, the audience has more choices, so every media is facing the situation of competing for limited market share. The media market has changed from the seller's market to the buyer's market: it is impossible for the media to dominate the advertisers by their own will. When advertisers advertise in the media, they should first consider what kind of effect this advertisement can bring. At present, the means of advertising effect monitoring in China is still very underdeveloped. In the case that there is almost no professional effect monitoring for specific advertising, advertisers can only rely on the audience data to determine where to advertise. If the advertisement is through the agency of the advertising company, then the business will first ask the advertiser why to choose this period instead of other periods. Advertising companies can only give an account to businesses through ratings data. In short, ratings data is the link between media, advertisers and businesses, and plays a regulatory role among them. Those media that can reach a relatively high level of ratings are bound to graally occupy an advantage in the competition, and businesses can also make use of higher "audience" to achieve good economic benefits
however, the ratings data has its own limitations when coordinating these relationships. The ultimate goal of advertising is to achieve the purchase behavior. The final purchase of the audience generally goes through four stages: knowing (watching or listening to the advertisement), feeling (having a good impression on the advertisement and the proct), intention (willingness to purchase) and behavior (purchasing behavior). The fourth stage is the most concerned stage, that is, whether advertising stimulates the sales behavior of goods. If there is such a stimulating effect, then the input-output ratio of advertising is appropriate. The main concern of the audience data is the first stage of the audience behavior, that is to say, it can only know whether the audience has watched or listened to the advertisement. But it is not sure whether this kind of advertisement can be transformed into the final purchase behavior. When advertisers understand the advertising effect through viewing data, they actually use the first stage to infer the fourth stage, so there are often errors. For example, some programs have high ratings, but their audiences may be concentrated in the class with limited purchasing power. Then the high-end consumer goods advertising will not have much practical effect. Although the ratings data has such defects, it is still the best choice for media, advertisers and businesses in the absence of other credible information< The main advantage of TV data is that it is more scientific than experience and common sense. It can break through the limitations of personal vision and emotion, and provide more empirical conclusions. There are generally two forms of viewing data purchased by media: original data and analysis results. In addition to very professional media research companies, most of the companies do not have communication knowledge and do not know enough about the actual situation of data users, so it is better for the media to make further analysis. When the media get the original data, they only get the index of listening and watching. Why do some indicators appear; What does the rise and fall of the data mean; It is related to those factors, or has a causal relationship; How to use these data for program positioning and adjustment. These must be further data analysis, and even to do a special survey to seek answers
as mentioned above, one of the main functions of ratings data is to understand the audience, so as to provide information for program proction. Therefore, understanding the rise or fall of the program's ratings index is a primary use. The audience data of media purchase should also include the background information of the audience as far as possible (mainly the background information selected through analysis and related or causal with the audience's viewing behavior). Then we can use advanced statistical analysis methods to analyze these data and find the factors that really affect the viewing behavior. Only by adjusting the programs according to these factors can the acceptance of programs be improved. The information obtained from simple ratings or listening rates is limited. For example, the increase or - 3 - decrease of audience data is not only the change of audience number, but also the overall flow of audience group; Flat ratings do not represent the stability of audience attributes. For example, in the ratings survey of a certain program, there is no obvious change in ratings, but after analysis, it is found that the audience's personal income level and ecation level are on the rise. On the surface, the ratings of the program are relatively stable, so there should be no big changes in the program. But in fact, the audience itself has changed a lot, so we should change the program design: or make the program suitable for the previous audience, in order to increase the program ratings; Or close to the level of high income and high culture, find out the places of interest (appeal points) of this kind of audience, and then close to the setting of the whole program, so as to develop the potential audience of the program
from the current point of view, the main way to obtain the viewing data is through the following proceres: 1. Sampling: because the viewing data involves all the people who have some receiving equipment in a certain area, there are a large number of people. Due to time and financial constraints, it is impossible to conct a comprehensive census to find out everyone's ratings in the area. This is not only not allowed by objective conditions, but also unnecessary. Therefore, the scientific sampling method is generally used to extract a certain proportion of samples from the target population to infer the situation of the whole audience. Scientific sampling is the key to the validity of final data
4.
The energy efficiency index only shows the efficiency of the LCD TV screen in using electric energy. The power consumption depends on the power on (refer to the rated power on the back of the TV: the normal power on is lower than the rated power)
for example, for a 32 inch TV with LED backlight, the power consumption per hour is 0.050kwh when the power is 50W, that is to say, the power consumption per hour is only 5.0 kwh when the TV is turned on for 100 hours
uses a kind of material between solid and liquid, organic compound with regular molecular arrangement, which presents transparent liquid state when heated, and turbid solid state of crystalline particles after cooling
the molecular structure of liquid crystal used in liquid crystal display is similar to a thin matchstick, which is called nematic liquid crystal, and the liquid crystal display made of this kind of liquid crystal is also called liquid crystal display
and LCD TV is to add voltage into the liquid crystal between the two glasses and reproce the picture through the change of molecular arrangement and zigzag change. The screen creates the picture through the collision of electronic groups and forms the picture through the perspective reflection of external light
5. Reach (reach,%) refers to the percentage of the total number of people who are exposed to watching TV for at least 1 minute, 5 minutes or 15 minutes in a specific period of time. The total number of people watching a certain program in a certain period of time------------------------------------------- × 100% of the total population example 11.1 effective arrival rate for a set of plug-in advertising plan, the arrival rate (coverage) is generally set as the condition that you can see it once and finish it. However, in the actual evaluation of advertising effect, the instry generally believes that it is impossible for the audience to form a deep impression, effective memory and promote the purchase behavior when they see the advertisement only once. Therefore, the concept of effective arrival rate - "n + arrival rate" is proposed. N is the number of times. The instry's usual indicator is three times, namely "3 + arrival rate". Formula: 1.2 average arrival rate (avrch,%, or 1000 people) refers to the proportion of the total population that meets the arrival conditions at least one minute per day in a specific period of time to the total population. Total number of people watching a program in a specific period avrch,% = --- total days × The average arrival rate of 21.3 weeks (avwkrch% or 1000 people) refers to the total number of contacts who meet the arrival conditions in a certain period of time. This indicator is often used to describe the ups and downs of a large long-time broadcast program. Total number of people watching a certain program in a specific period avwkrch,% = -- -- total weeks × Coverage refers to the number of non repeat viewers that can be reached when a specific media plan (advertising plan) is implemented, expressed in percentage or thousands. That is, the total number of people watching a certain program or channel in a certain period of time. Both arrival rate and coverage rate are cross-sectional indicators of time. The number of people (or percentage of the total audience size) who watch a certain channel or program (or a certain advertising plan can cover) in a specific period of time is investigated, which reflects the audience size of media contact and the spread of media plan. Although arrival rate and coverage rate have the same meaning in essence, the different appellations reflect the different relationship between subject and object. The main body of the arrival rate is the audience, and reflects the scale of the audience's contact with a certain channel or column; The main body of coverage is media plan, which reflects the breadth and cross-section width of the audience involved in the implementation of a plan. 3. Per capita viewing minutes is the ratio of the average daily viewing time (minutes) of the audience to the total TV population. Data companies provide specific data. For example, in 2010, the average daily viewing time in Southwest China was 141 Ms. Total number of minutes (year / month / week / day) avmins = - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - × Overall population (e.g. 44). Channel or program ratings (RTG,%) refer to the percentage of the average number of viewers per minute for a specific period of time or program in the overall population. When the audience is locked as a part of the overall population, the audience rating is usually referred to as the target audience rating. Total viewing time (minutes) RTG of a specific channel or column,% = --- --- --- --- --- total viewing time (minutes) × The total population includes case 5 and case 65. ★ audience composition (tgsat%) refers to the percentage of the average number of audience per minute (thousand) of the target audience in the number of audience per minute (thousand) of the reference audience for a specific channel or program. Refer to the audience, i.e. all people over 4 years old. Total viewing time of sample population tgsat% = --- refer to the total viewing time of audience 76. ★ market share (SHR%) refers to the percentage of the total number of people watching a certain channel or program in the same period of time. See page 6 for examples. 7. ★ audience concentration (tgafin%) refers to the ratio of the target audience rating (%) to the reference audience rating (all people over 4 years old,%) for a specific period of time or program. The concept reflects the actual efficiency of the program. Audience rating of target audience tgafin% = --- refer to audience rating, e.g. 88. Loyalty% refers to the ratio of audience rating and arrival rate of a specific channel / time period / program. Audience rating% loyalty% = - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -. Average loyalty% of a channel's audience rating = - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -. The difference between the above three indexes is that the loyalty is based on the total arrival rate of the observation date, the average loyalty is based on the average daily arrival rate, and the average weekly loyalty is based on the average weekly arrival rate. The larger the value of the three indicators is, the higher the audience's loyalty to the channel / period / program is. He expressed the brand, competitiveness and popularity of a channel / period / program. 9. Time period index (tbindex%) refers to the percentage of the market share of the specific time period of the same channel and the market share of the reference time period of the same channel. This concept is not only related to the economic benefits, but also directly related to the programming, leaving and buying. Market share (a program on the same channel in a specific period) tbindex% = ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ Percentage of total viewing time. This concept is one of the key indicators of channel management. It is the inspection of program quality and competitiveness, the key to persuading advertisers to invest, and the key indicator of programming personnel's income and promotion. Formula 3 on page 19: CTTV% of the total viewing time (minutes) of a specific channel in a specific period = ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Score ratio. This index reflects the contribution of a program to the total viewing time of the channel. The greater the value, the greater the contribution. It is one of the most important indicators of channel internal management. The total viewing time (minutes) of a certain channel's specific time period / program cchn% = ---------------------------------------------- -- the total viewing time (minutes) of all programs of the channel example 1112. Contact (cont 000) refers to the number of people who arrive at a specific time period, program or advertisement. In thousands. The contact conditions are consistent with the arrival rate setting - more than 1 minute is "arrival". See page 18. [avcont 000] refers to the total number of people who arrive at multiple time periods, programs or continuously broadcast advertisements within a specific time. Example 12, example 1313. Average exposure frequency (OTS) refers to the average number of times that each episode is watched by the audience in the advertising schele or carrier plan. This concept is often used for in-depth evaluation of advertising plans. Cumulative contact (thousand people) OTS = - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -. Gross evaluation is one of the most important quantitative indicators to measure the advertising media plan. Cumulative contact GRP = ------- × 100% = sum of audience rating (%) = arrival rate (%) × The average exposure frequency is generally extended to the population, e.g. 1415. ★ the cost per thousand people (CPM) is used to evaluate the economic benefits of advertising, which is suitable for the comparison of the cost-effectiveness of advertising in different markets. The technical formula is shown on page 9. This formula is often used by advertisers. 16. ★ point of view cost (cPRP) refers to the cost of each percentage point of audience rating, that is, gross comment cost. This concept also reflects the cost-benefit index of advertising, which is applicable to the comparison of advertising cost-benefit in the same market. Advertising cost (ten thousand yuan) cPRP = - - - - - gross evaluation. This formula is often used as a management index in TV stations. The former refers to the proportion of the total viewing point of a brand advertisement to the total viewing point of this kind of commodity advertisement, which quantifies the effect of advertisement delivery and communication. The latter is the proportion of the media investment of a certain brand advertising in the total media investment of this kind of commodity advertising, which is used to evaluate the advertising investment. GRP of a certain brand advertising cost SOV of a certain brand advertising cost SOS of a certain kind of commodity advertising GRP of a certain kind of commodity advertising total advertising cost examples 16 examples 1718. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Repeat audience size in 15 minutes“ Percentage indicator "refers to the percentage of the total number of repeat viewers in 15 minutes between at least two channels / programs. Calculation and design of matrix equation of higher mathematics. 19. The difference between the number of viewers flowing into the reference channel from other channels / programs and the number of viewers flowing out of the reference channel / program to other channels. Net audience flow = number of viewers flowing into the reference channel / program - number of viewers flowing out of the reference channel / program. This concept is used to investigate the audience flow in a period of time. Among the audience watching the reference channel, how many people are transferred from other channels, and how many people give up watching the channel and turn to other channels. Net audience flow is one of the most important indicators to analyze the competition of channel / program from a dynamic perspective. 20. Broadcast proportion and viewing proportion the former refers to the proportion of the broadcast time of a certain type of program in the total broadcast time of all programs. Broadcast time (MS) of a certain type of program, broadcast proportion = -- -- total broadcast time (MS) of all programs, example 18, viewing ration (MS) of a certain type of program, viewing proportion = -- -- total viewing ration (MS) of all programs, example 19
6. Before the formal survey, arrange several different number of experimental surveys, use statistical principles in the experimental survey, and then call a small group in a large group to sample the audience data by using the method of making a phone call
is an effective means to understand the program ratings in order to achieve scientific management. Most radio and TV stations in China pay more and more attention to the role of viewing data. Media management is a great progress in media management and program setting, from "shooting the head", relying on experience to believing in objective data. However, the main role of data is for people to use, what these data can be used for, how to get useful information from the complex data, how to maximize the role of data, still need to be further explored. This paper attempts to provide some suggestions for the use of viewing data
ratings data refers to the data about the ratings of radio and television programs obtained through surveys. According to different users, it can be divided into TV watching data and radio listening data. According to the content of the data, it can be divided into ratings data and satisfaction data. Our country mainly uses the ratings data. Satisfaction data is widely used in Hong Kong and Japan. This kind of data mainly refers to the user satisfaction index of goods to understand the audience's satisfaction with a certain media or program. It was only in the mid-1980s that China began to graally introce ratings data from abroad. In 1996, the then General Administration of radio, film and television issued the "notice on recommending the use of the national television audience survey network in the radio and television system", and the status of the ratings data was officially established. Especially in recent years, all stations pay more attention to the role of ratings data, and generally spend money to buy data from the Bureau of statistics, professional ratings research companies or market research companies. However, needless to say, the effective analysis and utilization of ratings data in China is still relatively low, and the real role of ratings data has not been played< At present, most radio and TV stations mainly use the viewing data for station management. For example, what programs should be launched and what programs should be cut; It's used to evaluate awards, awards, etc. Theorists also focus on how to use the ratings data to form a scientific program evaluation system. It can be said that this kind of utilization is still at a relatively shallow level, and there is no clear real purpose of viewing data, and there is no main role of developing data. In station evaluation is only one of the purposes of viewing data. It should not play a major role in all aspects of viewing data. If you want to understand the role of ratings data, you must first understand its generation process<
audience data is to use statistical methods to extract some samples from the audience as a whole, and infer the overall situation according to the situation of the samples. It is generally obtained from the following ways: 1. Personnel measuring instrument: a special instrument that can record the audience's viewing or listening time, and can regularly feed back to the data center. 2. Diary card: Interviewees fill in a specific form to record their viewing behavior. 3. Face to face interview: understand the audience's viewing behavior through door-to-door or intercepted interview. 4. Telephone interview: the interviewers call the target audience to understand the audience's viewing behavior
e to the rapid development of the TV rating instry, the stability and reliability of the data obtained by these two methods are better, and the success rate of effective access is also relatively high. Especially with the personnel measuring instrument, the objectivity of the data can be further improved. Therefore, these two ways are used more in TV audience survey. The latter two methods are mainly used in the audience survey of broadcasting
in the design of the questionnaire (there is no questionnaire in the strict sense for the personnel measuring instrument, but it requires the sample households to provide background information. For example, age, family population, income, etc.) if the main concern is the audience's behavior and trends, rather than not concerned about the audience's satisfaction with specific programs and columns, then the data obtained is the ratings; If we mainly want to know the audience's satisfaction with a specific channel, column and program, then the data is the audience satisfaction. In short, no matter which way to get the data, whether the data is ratings or satisfaction, the purpose is to understand the audience, the audience's eyes is the main source of media revenue. So the audience rating is first used to understand the needs of the audience, so as to provide guidance for programming. After the professionals receive the ratings of each sample, they should summarize them. These data are set up in a large database, and then analyzed. First of all, we should analyze the trend of programs and channels, which is generally reflected through charts. Then, under the guidance of communication knowledge, we use advanced statistical analysis methods to find out the laws behind the complex data. We can find out who are watching or listening to the program, what their social attributes are, and where people with such social attributes are interested in the program. Thus, the type and style of the program can be adjusted. Make the program more suitable for these audiences
viewing data can also help the media understand the differences between the actual audience and the target audience; Who are the potential audience of the program and how to attract them. According to the information, we can improve the style of the program, which can improve the popularity of the audience. If there is a change in the rating data, then the reason for the change is the audience or the program itself. Finding these reasons can help with long-term planning
secondly, viewing data can coordinate the relationship among media, advertisers and businesses
with the diversification of the media market, the audience has more choices, so every media is facing the situation of competing for limited market share. The media market has changed from the seller's market to the buyer's market: it is impossible for the media to dominate the advertisers by their own will. When advertisers advertise in the media, they should first consider what kind of effect this advertisement can bring. At present, the means of advertising effect monitoring in China is still very underdeveloped. In the case that there is almost no professional effect monitoring for specific advertising, advertisers can only rely on the audience data to determine where to advertise. If the advertisement is through the agency of the advertising company, then the business will first ask the advertiser why to choose this period instead of other periods. Advertising companies can only give an account to businesses through ratings data. In short, ratings data is the link between media, advertisers and businesses, and plays a regulatory role among them. Those media that can reach a relatively high level of ratings are bound to graally occupy an advantage in the competition, and businesses can also make use of higher "audience" to achieve good economic benefits
however, the ratings data has its own limitations when coordinating these relationships. The ultimate goal of advertising is to achieve the purchase behavior. The final purchase of the audience generally goes through four stages: knowing (watching or listening to the advertisement), feeling (having a good impression on the advertisement and the proct), intention (willingness to purchase) and behavior (purchasing behavior). The fourth stage is the most concerned stage, that is, whether advertising stimulates the sales behavior of goods. If there is such a stimulating effect, then the input-output ratio of advertising is appropriate. The main concern of the audience data is the first stage of the audience behavior, that is to say, it can only know whether the audience has watched or listened to the advertisement. But it is not sure whether this kind of advertisement can be transformed into the final purchase behavior. When advertisers understand the advertising effect through viewing data, they actually use the first stage to infer the fourth stage, so there are often errors. For example, some programs have high ratings, but their audiences may be concentrated in the class with limited purchasing power. Then the high-end consumer goods advertising will not have much practical effect. Although the ratings data has such defects, it is still the best choice for media, advertisers and businesses in the absence of other credible information< The main advantage of TV data is that it is more scientific than experience and common sense. It can break through the limitations of personal vision and emotion, and provide more empirical conclusions. There are generally two forms of viewing data purchased by media: original data and analysis results. In addition to very professional media research companies, most of the companies do not have communication knowledge and do not know enough about the actual situation of data users, so it is better for the media to make further analysis. When the media get the original data, they only get the index of listening and watching. Why do some indicators appear; What does the rise and fall of the data mean; It is related to those factors, or has a causal relationship; How to use these data for program positioning and adjustment. These must be further data analysis, and even to do a special survey to seek answers
as mentioned above, one of the main functions of ratings data is to understand the audience, so as to provide information for program proction. Therefore, understanding the rise or fall of the program's ratings index is a primary use. The audience data of media purchase should also include the background information of the audience as far as possible (mainly the background information selected through analysis and related or causal with the audience's viewing behavior). Then we can use advanced statistical analysis methods to analyze these data and find the factors that really affect the viewing behavior. Only by adjusting the programs according to these factors can the acceptance of programs be improved. The information obtained from simple ratings or listening rates is limited. For example, the increase or - 3 - decrease of audience data is not only the change of audience number, but also the overall flow of audience group; Flat ratings do not represent the stability of audience attributes. For example, in the ratings survey of a certain program, there is no obvious change in ratings, but after analysis, it is found that the audience's personal income level and ecation level are on the rise. On the surface, the ratings of the program are relatively stable, so there should be no big changes in the program. But in fact, the audience itself has changed a lot, so we should change the program design: or make the program suitable for the previous audience, in order to increase the program ratings; Or close to the level of high income and high culture, find out the places of interest (appeal points) of this kind of audience, and then close to the setting of the whole program, so as to develop the potential audience of the program
from the current point of view, the main way to obtain the viewing data is through the following proceres: 1. Sampling: because the viewing data involves all the people who have some receiving equipment in a certain area, there are a large number of people. Due to time and financial constraints, it is impossible to conct a comprehensive census to find out everyone's ratings in the area. This is not only not allowed by objective conditions, but also unnecessary. Therefore, the scientific sampling method is generally used to extract a certain proportion of samples from the target population to infer the situation of the whole audience. Scientific sampling is the key to the validity of the final data. 2、
is an effective means to understand the program ratings in order to achieve scientific management. Most radio and TV stations in China pay more and more attention to the role of viewing data. Media management is a great progress in media management and program setting, from "shooting the head", relying on experience to believing in objective data. However, the main role of data is for people to use, what these data can be used for, how to get useful information from the complex data, how to maximize the role of data, still need to be further explored. This paper attempts to provide some suggestions for the use of viewing data
ratings data refers to the data about the ratings of radio and television programs obtained through surveys. According to different users, it can be divided into TV watching data and radio listening data. According to the content of the data, it can be divided into ratings data and satisfaction data. Our country mainly uses the ratings data. Satisfaction data is widely used in Hong Kong and Japan. This kind of data mainly refers to the user satisfaction index of goods to understand the audience's satisfaction with a certain media or program. It was only in the mid-1980s that China began to graally introce ratings data from abroad. In 1996, the then General Administration of radio, film and television issued the "notice on recommending the use of the national television audience survey network in the radio and television system", and the status of the ratings data was officially established. Especially in recent years, all stations pay more attention to the role of ratings data, and generally spend money to buy data from the Bureau of statistics, professional ratings research companies or market research companies. However, needless to say, the effective analysis and utilization of ratings data in China is still relatively low, and the real role of ratings data has not been played< At present, most radio and TV stations mainly use the viewing data for station management. For example, what programs should be launched and what programs should be cut; It's used to evaluate awards, awards, etc. Theorists also focus on how to use the ratings data to form a scientific program evaluation system. It can be said that this kind of utilization is still at a relatively shallow level, and there is no clear real purpose of viewing data, and there is no main role of developing data. In station evaluation is only one of the purposes of viewing data. It should not play a major role in all aspects of viewing data. If you want to understand the role of ratings data, you must first understand its generation process<
audience data is to use statistical methods to extract some samples from the audience as a whole, and infer the overall situation according to the situation of the samples. It is generally obtained from the following ways: 1. Personnel measuring instrument: a special instrument that can record the audience's viewing or listening time, and can regularly feed back to the data center. 2. Diary card: Interviewees fill in a specific form to record their viewing behavior. 3. Face to face interview: understand the audience's viewing behavior through door-to-door or intercepted interview. 4. Telephone interview: the interviewers call the target audience to understand the audience's viewing behavior
e to the rapid development of the TV rating instry, the stability and reliability of the data obtained by these two methods are better, and the success rate of effective access is also relatively high. Especially with the personnel measuring instrument, the objectivity of the data can be further improved. Therefore, these two ways are used more in TV audience survey. The latter two methods are mainly used in the audience survey of broadcasting
in the design of the questionnaire (there is no questionnaire in the strict sense for the personnel measuring instrument, but it requires the sample households to provide background information. For example, age, family population, income, etc.) if the main concern is the audience's behavior and trends, rather than not concerned about the audience's satisfaction with specific programs and columns, then the data obtained is the ratings; If we mainly want to know the audience's satisfaction with a specific channel, column and program, then the data is the audience satisfaction. In short, no matter which way to get the data, whether the data is ratings or satisfaction, the purpose is to understand the audience, the audience's eyes is the main source of media revenue. So the audience rating is first used to understand the needs of the audience, so as to provide guidance for programming. After the professionals receive the ratings of each sample, they should summarize them. These data are set up in a large database, and then analyzed. First of all, we should analyze the trend of programs and channels, which is generally reflected through charts. Then, under the guidance of communication knowledge, we use advanced statistical analysis methods to find out the laws behind the complex data. We can find out who are watching or listening to the program, what their social attributes are, and where people with such social attributes are interested in the program. Thus, the type and style of the program can be adjusted. Make the program more suitable for these audiences
viewing data can also help the media understand the differences between the actual audience and the target audience; Who are the potential audience of the program and how to attract them. According to the information, we can improve the style of the program, which can improve the popularity of the audience. If there is a change in the rating data, then the reason for the change is the audience or the program itself. Finding these reasons can help with long-term planning
secondly, viewing data can coordinate the relationship among media, advertisers and businesses
with the diversification of the media market, the audience has more choices, so every media is facing the situation of competing for limited market share. The media market has changed from the seller's market to the buyer's market: it is impossible for the media to dominate the advertisers by their own will. When advertisers advertise in the media, they should first consider what kind of effect this advertisement can bring. At present, the means of advertising effect monitoring in China is still very underdeveloped. In the case that there is almost no professional effect monitoring for specific advertising, advertisers can only rely on the audience data to determine where to advertise. If the advertisement is through the agency of the advertising company, then the business will first ask the advertiser why to choose this period instead of other periods. Advertising companies can only give an account to businesses through ratings data. In short, ratings data is the link between media, advertisers and businesses, and plays a regulatory role among them. Those media that can reach a relatively high level of ratings are bound to graally occupy an advantage in the competition, and businesses can also make use of higher "audience" to achieve good economic benefits
however, the ratings data has its own limitations when coordinating these relationships. The ultimate goal of advertising is to achieve the purchase behavior. The final purchase of the audience generally goes through four stages: knowing (watching or listening to the advertisement), feeling (having a good impression on the advertisement and the proct), intention (willingness to purchase) and behavior (purchasing behavior). The fourth stage is the most concerned stage, that is, whether advertising stimulates the sales behavior of goods. If there is such a stimulating effect, then the input-output ratio of advertising is appropriate. The main concern of the audience data is the first stage of the audience behavior, that is to say, it can only know whether the audience has watched or listened to the advertisement. But it is not sure whether this kind of advertisement can be transformed into the final purchase behavior. When advertisers understand the advertising effect through viewing data, they actually use the first stage to infer the fourth stage, so there are often errors. For example, some programs have high ratings, but their audiences may be concentrated in the class with limited purchasing power. Then the high-end consumer goods advertising will not have much practical effect. Although the ratings data has such defects, it is still the best choice for media, advertisers and businesses in the absence of other credible information< The main advantage of TV data is that it is more scientific than experience and common sense. It can break through the limitations of personal vision and emotion, and provide more empirical conclusions. There are generally two forms of viewing data purchased by media: original data and analysis results. In addition to very professional media research companies, most of the companies do not have communication knowledge and do not know enough about the actual situation of data users, so it is better for the media to make further analysis. When the media get the original data, they only get the index of listening and watching. Why do some indicators appear; What does the rise and fall of the data mean; It is related to those factors, or has a causal relationship; How to use these data for program positioning and adjustment. These must be further data analysis, and even to do a special survey to seek answers
as mentioned above, one of the main functions of ratings data is to understand the audience, so as to provide information for program proction. Therefore, understanding the rise or fall of the program's ratings index is a primary use. The audience data of media purchase should also include the background information of the audience as far as possible (mainly the background information selected through analysis and related or causal with the audience's viewing behavior). Then we can use advanced statistical analysis methods to analyze these data and find the factors that really affect the viewing behavior. Only by adjusting the programs according to these factors can the acceptance of programs be improved. The information obtained from simple ratings or listening rates is limited. For example, the increase or - 3 - decrease of audience data is not only the change of audience number, but also the overall flow of audience group; Flat ratings do not represent the stability of audience attributes. For example, in the ratings survey of a certain program, there is no obvious change in ratings, but after analysis, it is found that the audience's personal income level and ecation level are on the rise. On the surface, the ratings of the program are relatively stable, so there should be no big changes in the program. But in fact, the audience itself has changed a lot, so we should change the program design: or make the program suitable for the previous audience, in order to increase the program ratings; Or close to the level of high income and high culture, find out the places of interest (appeal points) of this kind of audience, and then close to the setting of the whole program, so as to develop the potential audience of the program
from the current point of view, the main way to obtain the viewing data is through the following proceres: 1. Sampling: because the viewing data involves all the people who have some receiving equipment in a certain area, there are a large number of people. Due to time and financial constraints, it is impossible to conct a comprehensive census to find out everyone's ratings in the area. This is not only not allowed by objective conditions, but also unnecessary. Therefore, the scientific sampling method is generally used to extract a certain proportion of samples from the target population to infer the situation of the whole audience. Scientific sampling is the key to the validity of the final data. 2、
7. Audience rating
Open classification: TV, market research, news media
audience rating refers to the percentage of the number of people watching a program (or households) in the total number of viewers (or households) in a certain period of time, that is, audience rating = the number of people watching a program (or households) / the total number of viewers (or households). Of course, in addition to the program ratings, there are time ratings and other related statistical indicators
How are ratings generated
at present, there are two methods of audience rating data collection, namely diary method and personnel measuring instrument method. Diary method refers to the method of collecting audience information by filling in diary cards by all family members aged 4 and above in the sample households. Each family member in the sample household has their own diary card, and they are required to record the daily TV watching (including the channel and time period) on their own diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the ratings of one week<
the method of personnel measuring instrument refers to the method of using "personnel measuring instrument" to collect television viewing information, which is the latest international means of viewing survey. Each member of the sample family has its own button on the hand controller, and there are also buttons for guests. When family members start watching TV, they must first press the button representing themselves on the manual controller, and then press this button when they are not watching TV. The meter will store all the information of watching TV in the time interval of every minute (even accurate to seconds), and then transmit it to the central computer of the headquarters through the telephone line (or access the data through the PDA)
how long will the ratings come out? Some are one week, some are two weeks, some are one day. Liu Yannan said that this mainly depends on what kind of measurement method is used. If diary method is used, it will take one week at the fastest and two weeks in general to collect and analyze data; If the personnel measuring instrument method is adopted, because the telephone line can return the data in real time, the viewing data can be provided every other day, but the cost of the personnel measuring instrument is relatively high. If the diary method is adopted, it will take one week to collect and analyze the data as soon as possible, and generally two weeks, which obviously has a certain lag, and the accuracy is not optimistic; If the personnel measuring instrument method is adopted, because the telephone line can return the data in real time, it can provide the viewing data every other day or even faster, so the cost of the measuring instrument is naturally higher
the audience rating refers to the percentage of the number of people (or households) watching a certain program in the total number of viewers (or households) within a certain period of time, that is, the audience rating = the number of people (or households) / the total number of viewers (or households). Of course, in addition to the program ratings, there are time ratings and other related statistical indicators< br /> http://ke..com/view/1135.htm
influential ratings research company<
at present, AGB Nielsen, arbitron company in the United States, bab (broadcasting audience research board Limited) in the United Kingdom, TNS in France, video Research Ltd (VR), BBM in Canada and so on are the most influential ratings survey companies in the world
what is the radio listening rate
radio listening rate: refers to the proportion of the audience of a radio station in a certain period of time (generally 5 minutes or 15 minutes as a period). The calculation method is: listening rate = (the number of people listening to a certain radio station in a certain period of time / the total number of people) * 100%
strictly speaking, listening rate can only be obtained from the listening records of each period by diary method. In CMMs, the listening records of yesterday, Monday to Thursday, Friday, Saturday and Sunday are called listening proportion here<
TV rating
TV rating: refers to the proportion of the audience of a certain TV station in a certain period of time (generally 5 minutes or 15 minutes as a period) in the overall survey
strictly speaking, the ratings can only be obtained by recording or monitoring the ratings of each period with diary method or people meter and other auxiliary equipment. In CMMs, we use ratings ratio to represent the ratings of channels and time periods
References: http://ke..com/view/1135.htm
Open classification: TV, market research, news media
audience rating refers to the percentage of the number of people watching a program (or households) in the total number of viewers (or households) in a certain period of time, that is, audience rating = the number of people watching a program (or households) / the total number of viewers (or households). Of course, in addition to the program ratings, there are time ratings and other related statistical indicators
How are ratings generated
at present, there are two methods of audience rating data collection, namely diary method and personnel measuring instrument method. Diary method refers to the method of collecting audience information by filling in diary cards by all family members aged 4 and above in the sample households. Each family member in the sample household has their own diary card, and they are required to record the daily TV watching (including the channel and time period) on their own diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the ratings of one week<
the method of personnel measuring instrument refers to the method of using "personnel measuring instrument" to collect television viewing information, which is the latest international means of viewing survey. Each member of the sample family has its own button on the hand controller, and there are also buttons for guests. When family members start watching TV, they must first press the button representing themselves on the manual controller, and then press this button when they are not watching TV. The meter will store all the information of watching TV in the time interval of every minute (even accurate to seconds), and then transmit it to the central computer of the headquarters through the telephone line (or access the data through the PDA)
how long will the ratings come out? Some are one week, some are two weeks, some are one day. Liu Yannan said that this mainly depends on what kind of measurement method is used. If diary method is used, it will take one week at the fastest and two weeks in general to collect and analyze data; If the personnel measuring instrument method is adopted, because the telephone line can return the data in real time, the viewing data can be provided every other day, but the cost of the personnel measuring instrument is relatively high. If the diary method is adopted, it will take one week to collect and analyze the data as soon as possible, and generally two weeks, which obviously has a certain lag, and the accuracy is not optimistic; If the personnel measuring instrument method is adopted, because the telephone line can return the data in real time, it can provide the viewing data every other day or even faster, so the cost of the measuring instrument is naturally higher
the audience rating refers to the percentage of the number of people (or households) watching a certain program in the total number of viewers (or households) within a certain period of time, that is, the audience rating = the number of people (or households) / the total number of viewers (or households). Of course, in addition to the program ratings, there are time ratings and other related statistical indicators< br /> http://ke..com/view/1135.htm
influential ratings research company<
at present, AGB Nielsen, arbitron company in the United States, bab (broadcasting audience research board Limited) in the United Kingdom, TNS in France, video Research Ltd (VR), BBM in Canada and so on are the most influential ratings survey companies in the world
what is the radio listening rate
radio listening rate: refers to the proportion of the audience of a radio station in a certain period of time (generally 5 minutes or 15 minutes as a period). The calculation method is: listening rate = (the number of people listening to a certain radio station in a certain period of time / the total number of people) * 100%
strictly speaking, listening rate can only be obtained from the listening records of each period by diary method. In CMMs, the listening records of yesterday, Monday to Thursday, Friday, Saturday and Sunday are called listening proportion here<
TV rating
TV rating: refers to the proportion of the audience of a certain TV station in a certain period of time (generally 5 minutes or 15 minutes as a period) in the overall survey
strictly speaking, the ratings can only be obtained by recording or monitoring the ratings of each period with diary method or people meter and other auxiliary equipment. In CMMs, we use ratings ratio to represent the ratings of channels and time periods
References: http://ke..com/view/1135.htm
8. Audience rating refers to the proportion of the number of target audience watching a certain TV program in the total target population, expressed as a percentage. Now, the third-party data research company usually gets the audience rating through telephone, questionnaire, set-top box or other sampling methods. The average audience rating of a program refers to the average percentage of the audience watching the program per minute, and the total audience refers to the number of people who have watched the program ring the broadcast time (not repeated calculation). Therefore, sometimes the audience rating is low and the audience rating is high, but the ranking is still based on the audience rating<
generation of audience rating:
collection methods
there are two methods of audience rating data collection, namely diary method and personnel measuring instrument method
diary method
refers to the method of collecting audience information by filling in diary cards by all family members aged 4 or above in the sample households. Each family member in the sample household has their own diary card, and they are required to record the daily TV watching (including the channel and time period) on their own diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the ratings of one week
factors affecting ratings:
the main variables of ratings are the number of viewers and viewing time, so any factor that can affect the number of viewers or the viewing time can affect the ratings. The audience rating is based on statistical methods. The change of sample selection and standard setting will also affect the audience rating
① regional factors
the ratings of Liu Laogen are as high as 22% in the northeast, but only a few percentage points in the south< (2) seasonal factors
in the 12 months of 2002, the average audience rating of the first five months was 3.66%, and the TV series in June was the lowest, only 2.82%. Summer viewing rate has rebounded, and reached the highest point of 3.85%< (3) time period
the period from 19:00 to 20:00 is the best time in terms of audience rating, which exceeds 5%. It can be seen from this that the period largely determines the audience rating of TV series< (4) channel factors
the same TV series broadcast on different channels have different ratings. For example, "orange red" in Gansu a (provincial channel) when the ratings were 13.97%, Fujian TV drama channel (cable channel) when the ratings were 7.37%, central eight (central channel) when the ratings were 7.29%
⑤ the factors of broadcasting rounds
the TV series Kangxi Weifu private visit No.4, which is also broadcast in Wuhan, has a ratings of 9.39% when it was broadcast in Wuhan No.2 in October 2002 and less than 4% when it was broadcast in Wuhan No.4 in November 2002.
generation of audience rating:
collection methods
there are two methods of audience rating data collection, namely diary method and personnel measuring instrument method
diary method
refers to the method of collecting audience information by filling in diary cards by all family members aged 4 or above in the sample households. Each family member in the sample household has their own diary card, and they are required to record the daily TV watching (including the channel and time period) on their own diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the ratings of one week
factors affecting ratings:
the main variables of ratings are the number of viewers and viewing time, so any factor that can affect the number of viewers or the viewing time can affect the ratings. The audience rating is based on statistical methods. The change of sample selection and standard setting will also affect the audience rating
① regional factors
the ratings of Liu Laogen are as high as 22% in the northeast, but only a few percentage points in the south< (2) seasonal factors
in the 12 months of 2002, the average audience rating of the first five months was 3.66%, and the TV series in June was the lowest, only 2.82%. Summer viewing rate has rebounded, and reached the highest point of 3.85%< (3) time period
the period from 19:00 to 20:00 is the best time in terms of audience rating, which exceeds 5%. It can be seen from this that the period largely determines the audience rating of TV series< (4) channel factors
the same TV series broadcast on different channels have different ratings. For example, "orange red" in Gansu a (provincial channel) when the ratings were 13.97%, Fujian TV drama channel (cable channel) when the ratings were 7.37%, central eight (central channel) when the ratings were 7.29%
⑤ the factors of broadcasting rounds
the TV series Kangxi Weifu private visit No.4, which is also broadcast in Wuhan, has a ratings of 9.39% when it was broadcast in Wuhan No.2 in October 2002 and less than 4% when it was broadcast in Wuhan No.4 in November 2002.
9. Audience rating refers to the percentage of the number of people (or households) watching a program in a certain period of time to the total number of viewers (or households), that is, audience rating = the number of people (or households) / the total number of viewers (or households). Of course, in addition to the program ratings, there are time ratings and other related statistical indicators
at present, there are two methods of audience rating data collection, namely diary method and personnel measuring instrument method. Diary method refers to the method of collecting audience information by filling in diary cards by all family members aged 4 and above in the sample households. Each family member in the sample household has their own diary card, and they are required to record the daily TV watching (including the channel and time period) on their own diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the ratings of one week<
the method of personnel measuring instrument refers to the method of using "personnel measuring instrument" to collect television viewing information, which is the latest international means of viewing survey. Each member of the sample family has its own button on the hand controller, and there are also buttons for guests. When family members start watching TV, they must first press the button representing themselves on the manual controller, and then press this button when they are not watching TV. The meter will store all the information of watching TV in the time interval of every minute (even accurate to seconds), and then transmit it to the central computer of the headquarters through the telephone line (or access the data through the PDA)
there are five factors that affect the ratings of TV series: ① regional factors The audience rating of Liu Laogen is as high as 22% in the northeast, but only a few percentage points in the south. ② Seasonal factors. In the 12 months of 2002, the average audience rating in the first five months was 3.66%. In June, the audience rating of TV series was at a low level, only 2.82%. Summer viewing rate has rebounded, and reached the highest point of 3.85%. ③ Time factor. The period from 19:00 to 20:00 is the best time in terms of audience rating, which exceeds 5%. From this we can see that the period largely determines the audience rating of TV series. ④ Channel factor. The same TV series broadcast in different channels, its ratings are different. For example, "orange red" in Gansu a (provincial channel) when the ratings were 13.97%, Fujian TV drama channel (cable channel) when the ratings were 7.37%, central eight (central channel) when the ratings were 7.29%. ⑤ Broadcast round factor. In October 2002, the TV series Kangxi Weifu private visit No.4, which is also broadcast in Wuhan, received 9.39% of the audience rating when it was broadcast in Wuhan No.2, while the audience rating was less than 4% when it was broadcast in Wuhan No.4 in November.
at present, AGB Nielsen, an American arbitron company, is the most influential ratings survey company in the world, Bab (broadcasting audience research board Limited) in UK, TNS in France, video Research Ltd (VR) in France, BBM in Canada, etc.
at present, there are two methods of audience rating data collection, namely diary method and personnel measuring instrument method. Diary method refers to the method of collecting audience information by filling in diary cards by all family members aged 4 and above in the sample households. Each family member in the sample household has their own diary card, and they are required to record the daily TV watching (including the channel and time period) on their own diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the ratings of one week<
the method of personnel measuring instrument refers to the method of using "personnel measuring instrument" to collect television viewing information, which is the latest international means of viewing survey. Each member of the sample family has its own button on the hand controller, and there are also buttons for guests. When family members start watching TV, they must first press the button representing themselves on the manual controller, and then press this button when they are not watching TV. The meter will store all the information of watching TV in the time interval of every minute (even accurate to seconds), and then transmit it to the central computer of the headquarters through the telephone line (or access the data through the PDA)
there are five factors that affect the ratings of TV series: ① regional factors The audience rating of Liu Laogen is as high as 22% in the northeast, but only a few percentage points in the south. ② Seasonal factors. In the 12 months of 2002, the average audience rating in the first five months was 3.66%. In June, the audience rating of TV series was at a low level, only 2.82%. Summer viewing rate has rebounded, and reached the highest point of 3.85%. ③ Time factor. The period from 19:00 to 20:00 is the best time in terms of audience rating, which exceeds 5%. From this we can see that the period largely determines the audience rating of TV series. ④ Channel factor. The same TV series broadcast in different channels, its ratings are different. For example, "orange red" in Gansu a (provincial channel) when the ratings were 13.97%, Fujian TV drama channel (cable channel) when the ratings were 7.37%, central eight (central channel) when the ratings were 7.29%. ⑤ Broadcast round factor. In October 2002, the TV series Kangxi Weifu private visit No.4, which is also broadcast in Wuhan, received 9.39% of the audience rating when it was broadcast in Wuhan No.2, while the audience rating was less than 4% when it was broadcast in Wuhan No.4 in November.
at present, AGB Nielsen, an American arbitron company, is the most influential ratings survey company in the world, Bab (broadcasting audience research board Limited) in UK, TNS in France, video Research Ltd (VR) in France, BBM in Canada, etc.
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