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180 Cards in this Set
- Front
- Back
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year of 1st radio audience survey
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1927
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number of us households with tv
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about 110 million
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number of households in A.C. Nielsen's People Meter sample; what is it increasing to?
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5,100; inceasing to 15,000
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number of persons in media metrix's internet ratings sample
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120,000
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household rating of #1 I Love Lucy in 1956:
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47.5
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hosuehold rating of #1 American Idol today:
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19.2
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When did audience research first appear and why? How did they collect data at this point?
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in 1920s when station owners became curious about the size of the audience; listeners dropped a post card reporting if they heard a program and if the signal was clear
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What was founded in 1930 to give accurate estimates of audience size to time-buying advertisers?
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CAB (Cooperative Analysis of Broadcasting)
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Telephone Recall Method:
who used this method until 1946? |
Placing calls at different times during the day to homes selected at random from phone directories; CAB
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Telephone Coincidental Method:
who introduced this method? |
respondents asked if tehy were listening to radio at the time of the call; if answer was yes, asked to name the program/station; C.E. Hooper Co.
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Audimeter: what does it do? how does it work?
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a mechanical device which collected data from a random sampling of radios; consisted of a stylus that made a scratch on a roll of paper tape synchronized with the radio's tuning dial
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Where were TV audimeters adapted from? how often did they report ratings back to Nielsen Media Research? How did they record/report the data?
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radio audimeters; weekly; contained tapes or cartridges which were mailed back to NMR
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What was the next generation of audimeter? how is it different?
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instantaneous audimeter; required no interaction from the household
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What 2 Indexes did the instantaneous audimeter form the basis for?
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Nielsen Television Index and Nielsen Station Index
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Where is the NTI reported on? The NSI?
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reported on network programs; local TV markets
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In what year was it made possible to publish next day ratings? What made it possible and how?
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1960s; the Storage Instantaneous Audiemeter (SIA) by sending info directly from the audiemeter through phone lines to Nielsen's computers
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What did Arbitron used to be called? What did they use a "diary" for in 1949? What did this diary provide?
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American Research Bureau; to record data from a sampling of viewers; provides demographic info
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What did Nielsen do in 1963 as far as the mediums which it does ratings for? What does Arbitron then become?
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abandoned radio and sole provider of tv ratings; the sole provider of local market radio ratings
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What did Arbitron acquire in 2001? What is its purpose?
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RADAR (radio's all-dimension audience research); rates network radio listening
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What 2 type of samples does Nielsen Media Research draw?
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NTI sample representative of US population; local market NSI sample
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What 2 techniques does Nielsen use to measure local TV?
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1) SIAs (storage instantaneous audimeter) attached to TV sets in HHS where data is gathered
2) Each HH member records viewing in diary, sends it in at the close of each week |
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Where does Nielsen's computer retrieve data from? How quick is the info processed and when is it available?
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Perople Meter and SIA samples stored in home; overnight processing; available next day
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Diary data takes longer to process because? how long until it info is available?
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checked for legibility and consistency and entered and tabulated; several weeks
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What does NTI data estimate? What catagories does it use?
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the audience for each network program broadcast during the measurement period; demographic categories
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What does NSI data estimate? give the 3 subcategories.
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the audience within 3 local market subcategories: metro, designated market area, the national station index
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Households using television (HUT):
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% of households having a TV set on during a specific time period
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Rating:
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the % or proportion of all households with a TV set watching a particular program at a particular time
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Share:
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total number of households watching a particular program at a specific time divided by the total number of households using TV
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What 3 steps does Arbitron undergo to collect its data?
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1) draws sample by random sampling phone numbers compiled by market research
2) if listeners agree to participate, they receive envelopes, diary, instructions and about a dollar 3) complete diary sent back to Arbitron |
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How many local markets are covered in the radio rating books? what 2 things does the ratin book present?
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280;
1) demographic info by dayparts 2) total time spent listening |
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Cumulative audience (CUME):
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estimate of the total number of different listeners who listen to a given station at least once during the given time period
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Average quarter-hour persons:
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estimates the average number of persons who are listening to a station within a 15 minute period
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What is the basic unit of measurement for radio:
What is the basic unit of measurement for TV? |
the person
the household |
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Rating =
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# of persons listening to a station / total # of persons in a market
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Share =
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# of persons listening to a station / total # of persons using radio
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Nielsen uses the confidence interval:
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not an exact estimate, and subject to error, but when pargin of error is taken into account the Nielsen rating provides an accurate estimation of audience viewing behavior
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What does the Media Ratings Council (MRC) do?
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periodically audits Nielsen's system to insepct their methods and reports
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How are ratings used as a source of revenue?
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the bigger the audience, the more money stations and netowrks can charge advertisers
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What are 2 other uses for ratings?
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1) can be used to determine what types of people watch
2) can be used to determine how much viewing occurs in neighboring communities |
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What is a PPM? how big is it? how is it being tested? will it replace current technology?
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Personal People Meter; size of a pager; being tested in several markets, still unclear whether it will replace current technology
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What are 2 new technologies that might pose problems for anyone attempting ot measure media use today?
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1) MP3 players
2) internet music services |
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What are the 2 dominant players in measuring internet audiences?
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Media Metrix and Nielsen NetRatings
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Call-outs in radio:
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listeners surveyed by telephone
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Auditorium Testing in radio:
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uses sample of 75-100 people in one gather for 60-90 minutes
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What are 4 different ways beyond ratings that have been used for audience research?
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1) production research
2) program testing 3) focus groun (6-12 ppl) 4) internet panels |
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What are 2 ways of audience segmentation research: define each.
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1) psychographic research: divides audience by personality traits
2) lifestyle surveys: simliar to psychographic reasearch but put more importance on values that may influence consumer behavior |
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hourly rate of violence on children's TV in 2005:
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8 acts
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percent of young americans who get political campaign news from the daily nwsppr:
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23
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percenatge of young americans who get political campaign news from comedy TV shows:
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21
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average length of sound bite for political candidates on TV news:
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9.7 seconds
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most researched television program in history
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sesame street
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What are the 3 traditional "ways of knowing"
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tenacity, authority, intuition
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tenacity:
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a method of establishing truth based on beliefs that we have always held to be true
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authority:
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a method of establishing truth based on information from sources considered to be more expert, competent, or credible than others (ex: parents, teachers, royalty)
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intuition:
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a method of establishing truth based on our personal values, early socialization, or ommon sense
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Scientific method: "new kid on the block"
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method of obtaining knowledge that is based on observation and the testing of assumptions (hypotheses) against eveident of the "real" world; obtains knowledge that is an organized, objective controlled, qualitiative or quantitative empirical analysis of one of more observable variables
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2 aspects of experimental methods:
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1) in controlled laboratory experiments
2) natural field conditions |
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3 aspects of survey methods:
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1) samples subjects once
2) longitudinal (over a continuing period of time) 3) panel study (same sample studied over period of time) |
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content analysis:
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systematic method for analyzing and classifying communication content but does not look at the effects
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meta-analysis:
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looks at a number of existing studies about a simliar topic and summarizes the main findings using statistical procedures that highlight what results are all about
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What are critics complaints about meta-analysis method of studying the electronic media?
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this method can oversimplify complex patterns of results
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Hypodermin Needle/Bullet Theory: define and give a criticism.
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"shooting" beliefs into people's minds; theory is too simplistic
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Limited-Effects Model: define and name what it corresponds with.
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media does not have direct influence on audience and influence is filtered by several factors; Cold War
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Moderate-Effects Theory:
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Media competes with or complements other sources of influence such as friends, family, and teachers
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Powerful Effects Under Specific Circumstances:
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under certain circumstances media can have powerful influence on audience
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When did concern of media violence surface? When did it become an issue? What happened in the 1960s to spark new interest in media violence.
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1930s gangster films; 1950s; urban violence
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What 2 things embedded media violence as a permanent issue?
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Vchip and 1996 Telecommunications Act
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What did the catharsis theory find of video violence?
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watching violence reduces viewers aggressiveness
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What did the stimulation theory find of video violence?
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watching violence prompts aggression
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Which theory, catharsis or stimulation, did the experiment results, longitudinal studies, and field experiemnents support?
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stimulation theory
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Social cognitive theory:
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triadic reciprocal causation between personal determinants, environmental determinants, and behavior
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When did first-person shooter video games come about? what age and gender are these games popular with? What major shooting raised official interest in these games?
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1990s; boys 8-13; Columbine
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Are the effects of video games the same on young as old people? does TV or video games have a stronger affect on aggression in people? What type of video game seems less effective sports-related or violence against humans?
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yes they are the same; TV; sports-related
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cultivation model of perceptions of reality:
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the more one is exposed to TV, the more likely that person's construction of social reality will reflect TV and less of reality
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What are the 3 personal determinants that the cultivation model does not acommodate well?
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1) motivation for viewing
2) amount of experience 3) perceived realism of the content |
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In TV, Men outnumber women in starring roles ___ to ___.
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2 to 1
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Which genders is most likely to be portrayed as passive, younger, and with atypical physique?
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female
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Latinos are ___% of the population but only ___% of all TV characters in prime time shows.
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14; 4
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What are exit polls?
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used by media to predict election results
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TV debates generally _____ preexisiting beliefs about political candidates
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reinforce
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What does media suggest about media impact on the political system? are there defenitive results about the impact of negative advertisements?
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media and political institutions have become interdependent; no definitive results
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Overall, what is the result of TV viewing on IQ? what about adult TV viewers?
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a small adverse effect; adult TV viewers do less well on vocab tests
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What 2 prosocial behaviors can TV deliver? give an example of a show that does this.
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1) teaches cetain cognitive skills necessary for school success
2)help reduce gender related stereotypes Sesame Street |
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How many internet users were there in 2006? what was the distribution for male to female? how many new users are there each month?
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6 billion; equal distribution; 2 million
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What are some future social concerns of the impact of internet:
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1) larger genereation gaps
2) who can/can't get info 3) info overload 4) escapism/isolation=couch potato |
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number of continents with MTV; number of local versions of American Idol:
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6; 32
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Arrangement of a country's media depends on what 3 aspects:
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1) political philosophy
2) social history 3) econmoic system |
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3 classifications of media control and define each
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1) paternalistic- gov't or agency in charge of media
2) permissive- broadcasters are free to do as they please 3) authoritatrian- gov't controls media with specific objects in mind |
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Three ownership patterns:
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1) gov't agency
2) gov't chartered corporation 3) private ownership |
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GOALS:
gov't agency gov't chartered corp private ownership |
1) mobilization
2) edcuation/cutural enlightenment 3) profit |
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REGULATION:
gov't agency gov't corp private ownership |
1) strong
2) moderate 3) weak |
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FINANCING:
gov't agency gov't corp private ownership |
1) government
2) license fee/tax; gov't subsidy; advertising 3) advertising |
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PROGRAMMING:
gov't agency gov't corp private ownership |
1) ideological/cultural
2) cultural/educ/environmental 3) entertainment |
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When was BBC chartered in the UK? what was it supported by? programming was considered what? Television services start in ____ and enjoyed being a monopoly until ____.
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1927; annual receiver tax; "highbrow"; 1936; 1954
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How does BBC Noncommercial TV get economic support (3 aspects):
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1) money from receiver license fees
2) prohibited from selling commercial time 3) income from selling merchandise |
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Commercial networks in UK are supported wholly by what?
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advertising revenues
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What does the office of communications do in the UK?
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regulates TV, radio, wireless devices, internet providers, and telephone services.
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BBC produces ___% of own programming and purchases ___% of programs from others:
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75; 25
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What 2 places do UK commercial channels get their programming?
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1) produce their own
2) purchase it from independent suppliers |
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What are the most popular shows in the UK?
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locally-produced on commercial ITV
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In China, when did broadcasting radio develop? who controlled it? What did they use broadcasting as?
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1940; communist party; propaganda tool
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When did TV start in China? What happened in China that influenced broadcasting? What happened in 1980?
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1958; cultural revolution; doors opened to Western culture until Tiananmen Square
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What is the listening, viewing population of TV in China? About how many internet users were tehre in 2004?
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1 billion; 100 million
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How was broadcasting in China financed until the late 1980s? How much $ did Chinese TV collect in adv revenue? what specific products are banned from advertising on TV? How are prime Chinese programs commercial slots sold?
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government allocations; $8 billion; health/medical; auction
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What committee in China has ultimate control of regulation? What are the 3 regulatory goals?
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Party Central Committee;
1) publicize party decisions 2) educate the people 3) form link between Party and the people |
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What is the most common censorship in China? What is the gov't displease with as far as illegal satellite dish use?
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self-censorship; when people use them to pick up Western shows and news programs
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What has 2 channels of general entertainment in Chinese radio? How do the Chinese become familiar with rock music? No more than ___% of programs can be imported? What are 2 shows that are imitated in China?
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China National Radio; through Hong Kong stations; 25; American Idol and Oprah
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Almost __% of Canadians live within range of US TV signals. What is CBC and when was it formed?
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90; Canadian Broadcasting Corporation in 1936
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T/F Canada is moving to digital TV technology
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T
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How is the CBC a Duopoly like Britain (3)?
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1) CBC owned by Fed Gov't
2) CBC micture of owned station and affiliates 3) commercial channels privately owned |
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CBC revenue is ___% from gov't and ___% from ad revenure
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70; 30
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What 2 things does Canadian broadcast use to formulate broadcast regulations?
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1) independent commissions
2) parliamentary committees |
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What is the CRTC and what does it do for Canadian regulation?
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Canadian Radio TeV Telecommunications Commission; oversees licensing and regulation
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What regulations did Canadian gov't pass to keep Canadian TV onboard?
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-quotas
-limits on amount of commercial time -mandating equitable reprsentation in programming for men and women in TV programming |
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Who was the 1st country to adopt the Vchip?
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Canada
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___% or programs in Canada are entertainment oriented and are produced in ____.
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75; Canada
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CBC's top-rated program:
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Hockey Night in Canada
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What is CTV
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A private TV network in Canada that features US shows
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Where is Kenya? Its' size is equivalent to what US state? Considered a ____ country.
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East coast of Africa; Texas; third world
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4 critical issues related to development influence media:
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political, economical, educational, cultural
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Kenya: When did radio behin? When did cable and wireless give monopoly?
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1927; 1930
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When was the Kenya Broadcasting Corp formed? What kind of programs does it provide? TV is mostly confined to what areas?
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1959; programs in English, Swahilli, and dozens other languages; urban areas
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TV in Kenya began in ____. What type of TV came about in the 1990s?
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1963; Commercially supported Kenya TV Network
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What are the 3 TV statins serving Nairobi today?
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Stella TV, satellite, and Family TV (Christian station)
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In Kenya, ____ is the primary means of mass comm. What is KBC's motto? What is a TV system composed of? Who controls KBC?
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radio; "educating, informing and entertaining Kenyans"; 1 state-run network and several private stations; Ministry of Info and Broadcasting
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Kenya: Who economically supports state-run radio and TV? They can also accept ____ revenue but have to turn it over to the _______. Commercial network is completely ____supported.
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grants from gov't; advertising; Kenyan treasury; ad
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Kenyan ____ maintains tight control on broadcasts. News programs are scrutinized by _____. New gov't promises to ______.
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Gov't; Ministry of Info; be more liberal
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Programming in Kenya consits of what 4 things:
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literacy instruction; farming guidance; health education; technological training
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Kenyan radio stations play what type of programs? TV has what type of programs?
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music/religious; news/entertainment
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What are exs of international colonial service stations?
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Holland and Germany
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What is VOA and when was it created?
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Voice of America on Feb 4, 1942
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What 2 groups were made to enhance radio freedoms in the 1950s?
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Radio Free Europe and Radio Liberty
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What did the "Cold War" cause a growth in? What did the end of the war change?
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international broadcasting; the structure on int. broadcasting
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top 5 international broadcasters:
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1)Voice of America
2)BBC World Service 3)Radio China International 4)The Voice of Ruissia 5)Deutsche Welle (German Wave) |
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When was Al-Jazeera established and by whom? What did they do Post 9/11?
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1996 by Qatari government; raised awareness of tiny Persian Gulf country of Qatar
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How is Al-Jazeera unique? Who has it offended? What is this considered?
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uncensored broadcasts; offends both Western and Arab worlds; balancing act
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What happened to Al-Jazeera in the wake of 9/11 and the Afghan war?
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pushed to notoriety and allowed by the Taliban to cover it
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Clandestine stations
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an unauthorized station that broadcasts political programs usually in the name of exile or opposition groups.
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How are pirate stations different than clandestine stations? How did they influence BBC?
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they do not broadcast political message; instrumental in forcing them to play rock in late 50s/early 60s.
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In US, pirate stations are often _____ stations. Many pirate stations have emigrated to what medium?
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Low power FM stations; internet
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Global video traffic consists mainly of what 2 things?
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1) TV signals
2) Videos and DVDs shipped country to country |
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Satellite-distributed video: big growth area
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1) Worldnet TV
2) BBC World Service 3) Deutshce Welle |
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3 international news channels:
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CNN, ESPN, BSkyB
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What is ITU? What is it responsible for? Are they a regulatory body? Who gives it power?
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International Telecommunications Union; UN org. responsible for coordination use of frequencies to minimize interference; no, member nations
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What is ITU's pruposes? Why has it expanded its role?
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to encourage cooperation and to serve as a negotiating arean where policy regulation is worked out; third world nations have joined
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Arbitron
4 reasons to choose radio as your medium: |
1) reach
2) reach people when they are about to buy 3) frequency 4) target ability |
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Arbitron
Compare the time share of magazine/newspaper, tv, and radio |
M/N = 10%
TV = 41% R = 44% |
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Arbitron
How long have they been measuring radio since? How long of a period does each survey cover? how many surveys are delivered every year? |
1964; 12 week; 4 (winter, spring, summer, and fall)
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Arbitron
How long do listerners keep the diary? what do they do with it? What do they do with the diary when they are done? |
1 week; record their listening habits; mail it back to Arbitron within a cetain amount of time
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Arbitron
Average persons: |
the average number of persons listening to a station for at least 5 minutes during a 15 minute periods
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Arbitron
Average quarter hour rating: |
choose a demo and a daypart, AQH tells us what percent of the population in your demo is listening to a station
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AQH rating =
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stations AQH persons divided by market population of demo times 100
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Share
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the percentage of those listening to radio who are listening to a particular station
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Cume Persons
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the total number of different persons who tune to a radio station during the course of a daypart for atleast 5 minutes
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Cume Rating
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cume persons audience expressed as a percentage; what percentage of that population tuned to a station for at least 5 minutes
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Difference between AQH persons and cume persons
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cume persons are counted only once, AQH persons are averaged
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GRPs
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the sum of all rating points achieved for a particular spot schedule
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Gross Impressions
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equal to GRPs; the total number of possible exposures that have been purchased
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Difference between GRP and Gross Impression totals
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GRP = totals for the ratings
GI = totals of the avg persons |
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Cost Per Point
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the avg cost of one GRP in a given schedule
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2 ways to calculate CPP
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Cost of schedule/GRPs
Cost of spot/rate |
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define CPM
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cost per thousand; estimated cost of delivering 1000 gross impressions
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calculate CPM
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Cost/GI x 1000
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Define Reach. What type of audience is it?
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estimated number of different people reached by the schedule; unduplicated
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Define frequency.
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the average amount of times a persons will hear an advertising message
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Define audience turnover. The lower the turnover_______; The higher the turnover_______.
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how frequently a station's audience changes; the more loyal the stations audience is; the faster the rate of cume growth
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Define cume growth. Turnover reflects the relationship between what 2 things?
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tune in and tune out audiences; AQH and cume
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How do we use audience turnover information?
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turnover allows us to determine how many spots will be necessary to achieve desired frequency
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Calculation of how many necessary spots
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turnover x desired frequency
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High Turnover:
listening loyalty achieve desired frequency reach and frequency |
low station loyalty; need more spots to do so; high reach and low frequency
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Low Turnover:
listening loyalty achieve desired frequency reach and frequency |
high station loyalty; need less spots to do so; low reach and high frequency
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Time Spent Listening (TSL)
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the amount of time the average listener spends with a particular station during a daypart
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Diary vs PPM:
ages of persons in use what it captures how often is the report how many stations per week |
Diary PPM
12+ 6+ listening exposure quarterly monthly 2.8 5.1 |
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What role do the charger and data collector play in the PPM method?
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charger: PPM dock at person's home that sends data to data collector
data collector: at station; sends data to Arbitron nightly |
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T/F A stations share is based on market population.
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False; share is based on total listeners to radio
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T/F to calculate GIs, multiply the # of spots by the AQH persons audience
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True
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T/F 100 GRPs delivers 100% of the available market of an audience
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False; there is duplication
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T/F A person listening to all quarter hours during a time period counts more in the cumer persons estimate than someone who only tunes in during one quarter hour
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False; a person is only counted once in the cume
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T/F AQH rating and Cume ratings have the same base.
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True; the base is the total market population
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T/F The higher the turnover the higher the cume.
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True; higher turnover means more different people are tuning into a station
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