Measuring Audience I: Basic Concepts

JMC 222 Media PlanningDepartment of Media & Communication

Hanyang University

Heart of Science

�What makes science ‘science’

Measurement

Theory Question

Analysis/Application

What to Measure

Exposure

Attention

Interest

Desire

Action

Postaction Evaluation

Audience Measurement

� AIDA model

Exposure

� Exposure

“open eyes (or listening ears) facing the medium”

� A measurement concept indicating an incident in which a person may see or listen to a message vehicle in a given period of time

� In media planning, “exposure” does NOT mean an actual incident of seeing a vehicle, but an opportunity to see it.

Measuring Audience across Media

� Print media

� Circulation: # of copies printed, distributed

� Audience: # of persons who read the copies of the publication

� Typically more than one reader per copy

� Total Audience = Circulation x # of readers per copy

Ex) Newspaper A’s circulation = 200,000

Average # of readers per copy = 2

� Total audience = 200,000 x 2 = 400,000

Measuring Audience across Media

� Print media (cont’d)

Composition: The portion of the readers of a publication that falls in a target category (e.g., dieting adults)

� High coverage medium� Higher prob. of reaching the target; Low efficiency

� High composition medium� Lower prob. of reaching the target: High efficiency

Measuring Audience across Media

� Print media (cont’d)

Target Audience

Magazine A

Magazine B

Mass Magazine- High coverage- Low composition- Low accuracy- High waste

Selective Magazine- Low coverage- High composition- High accuracy- Low waste

Measuring Audience across Media

� Out-of-home media� Daily Effective Circulation (DEC): The # of people passing the outdoor ad in a day

� Total audience = DEC x the period of showing the posterEx) Billboard A’s DEC = 1,200Period of display = 5 daysTotal audience = 1,200 x 5 = 6,000

Measuring Audience across Media

� Broadcast media

� No circulation measure

� TV Household: A household with TV sets or radio sets within the signal area of a given station

� Households Using TV (HUT): # or % of TV households with TV sets turned on.

� A measurement of net potential audience

Measuring Audience across Media

� Question 1

At 7:00 p.m. on Thursday, of 102 million TV households (HHs) in a country, 67 million HHs had their sets on. What is the HUT?

67 million/102 million = 67/102 =

� Question 2

At 11:00 a.m. Tuesday, of 1.5 million TV HHs in city X, 436,000 HHs had their sets on. What is the HUT?

436,000/1.5 million =

65.69%

29.07%

Measuring Audience across Media

� Rating

� An estimate of the audience that has viewed a program or has tuned in during a time period

� A program rating is calculated as a percentage of TVHHs (TV Households)

Ex) TV Households in City X = 100,000 HHs

HUT at 8pm = 60,000 HHs

20,000 HHs watched Program G

� Program G’s Rating = 20,000/100,000 = .20 = 20%

Measuring Audience across Media

� Average Audience Rating (AAR)

� % of HHs tuned in to the average minute of a program

Ex) Calculating AAR

Min. 1 2 3 4 5 6 7 8 9 10

10 11 10 10 12 11 13 9 10 11

Total = 107

AAR = 107/10 = 10.7 per minute

Measuring Audience across Media

� Share� % of HHs tuned to a program based on the HHs using TV (HUT) in a particular time periodEx) TV Households in City X = 100,000 HHs

HUT at 8pm = 60,000HHs20,000 HHs watched Program G� Program G’s Share = 20,000/60,000 =33%� HUT(%) = 60,000/100,000HHs = 60%Program G’s Rating = 20%; G’s Share = .20/.60 = 33%

� Share = Rating / HUT

Measuring Audience across Media

� Rating vs. Share

� ∑ Rating(i) = HUT < TV households

� ∑ Share(i) = 100%

Programs Rating ShareA 20% 33.3%B 10 16.7C 30 50.0

Total 60(HUT) 100.0%

Program C is relatively popularcompared to A and B

Measuring Audience across Media

� Rating, HUT, and Share

� A Case of Program T

Month Rating HUT Share

Jan 15.2 66.5 22.9

Apr 14.6 63.6 23.0

Jul 12.5 49.8 25.1

� Declining rating does NOT necessarily mean that the program T is losing its audience. Rather, its relative popularity is in increase due to the decline in HUT.

Measuring Audience across Media

� HUT, Rating, and ShareTVHHs HUT A’s Rating100,000 52% 12%

� Share = Rating/HUTA’s Share = .12/.52 = 23%

� Rating = HUT x ShareA’s Rating = .52 x .23 = 12%

� HUT = Rating/ShareHUT = .12/.23 = 52%

Any question?