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Ratings Analysis, 4th Edition

Book Description

This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the major changes in electronic media distribution and audience research  in recent years, Ratings Analysis provides a thoroughly updated presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the tools for becoming informed and discriminating consumers of audience information.

This updated edition covers:

  • International markets, reflecting the growth in audience research businesses with the expansion of advertising into new markets such as China.
  • Emerging technologies, reflecting the ever increasing ways to deliver advertising electronically and through new channels (social media, Hulu)
  • Illustrates applications of audience research in advertising, programming, financial analysis, and social policy;
  • Describes audience research data and summarizes the history of audience measurement, the research methods most often used, and the kinds of ratings research products currently available; and
  • Discusses the analysis of audience data by offering a framework within which to understand mass media audiences and by focusing specifically to the analysis of ratings data.

Appropriate for all readers needing an in-depth understanding of audience research, including those working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics and policy makers as well as students of mass media.

Table of Contents

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