Electronic Media Ratings Book

	Introduction
1	Why Ratings?	1
	The Economic Background	1
	Changes in Broadcasting Practices	3
	The Switch to Multiple Sponsorship	4
	The Ratings Grow in Importance	4
	The Raters	5
	Summary	12
2	Gathering the Data: The Theory Behind the Process	13
	The Scientific Method	13
	Goals of Research	13
	Selecting the Nielsen/Arbitron Families	17
	Summary	25
3	Survey Methods: Out of the Laboratory and into the Field	27
	Choosing a Method	27
	Meter Surveys	27
	Diary Surveys	30
	Telephone Surveys	33
	Summary	34
4	Calculating the Results, or What the Ratings Report	35
	Ratings Are Approximations	35
	Types of Ratings	37
	Ratings Terminology	39
	Advertiser Computed Measures of Size and Efficiency	41
	Summary	42
5	Interpreting the Ratings Reports: How the Ratings Are Used	44
	Luring and Selling the Audience	44
	Ratings as Programming Tools	44
	Sweeps	45
	Ratings as Tools for Sales Promotion	46
	The Network Sales Process	47
	The Local TV Marketplace	49
	Radio Sales	54
6	Network TV Ratings	56
	Major Method: The People Meter	56
	Other Changes in the Network Reports	58
	The Nielsen Network Reports	59
	Future Directions	59
7	Local TV Ratings	64
	The Services	64
	Major Ratings Methods for Television	65
8	Radio Ratings	73
	The Switch to a Personal Medium	73
	Basic Radio Concepts	73
	Network Radio	76
	Local Radio	76
	The Services	77
9	Cable and VCR Ratings	80
	National Measurement	81
	Local Cable Market Measurement	83
	Local Cable Franchises	84
	VCR Measurement	84
10	The Business in Front of the Box	89
	Raters and Their Critics	89
	A Look Ahead	91
	Appendix A Summary of Services and Methods for Radio
	Network Radio	93
	Local Radio	93
	Appendix B Summary of Services and Methods for Television
	Network Television	95
	Local Television	96
	Appendix C Glossary	99
	Selected Bibliography	117