Media Measurement, The Ratings Impact

When it comes to media you aren’t exactly thinking about math. Maybe you were, but me? Never. I was too involved in beautiful graphics and new trending topics. However, in the media world  “every research report, every data set, any set of numbers has a story to tell” and being able to do “creative” yet simple math as Strategic Media Decisions states, is critical.

Numbers are everything they say, but how do we measure it they ask? Every medium is different because every audience interacts with each medium form differently.

TV/RADIO

Nielsen Ratings runs a measurement service that usually samples about 5,000 homes across the US. Their meter records channels being viewed through the day. Nielsen ultimately uses this data to project TV ratings, audience size and audience characteristics for all programs.

To measure radio Arbitron media uses a technique that really mostly on diaries. A sample group of 170 radio markets are asked to keep record of their listening patterns for a week. Arbitron also uses this data to project ratings and average quarter-hour audience size.

PRINT

Magazines and Newspapers are typically measured by circulation and readership, or subscriptions. Circulation is one of the more simpler measurements because it is measured by the number of printed copies of the publication are distributed. Magazines big measurement company is Mediamark and Newspaper’s is the Audit Bureau of Circulation (ABC).