This area contains numerous formulas
you can use for the measuring of cable audiences.
Click
here for Part 2
| Average
Audience (AA) |
|
| Can be expressed as a rating
(%) or projected audience (000). The "AA"
reflects viewing for an average minute to a program
and is an average of the audience at minute 1,
2,3, etc. |
Average Audience (Rating
%)
The percent of the universe of households
or persons viewing a TV program during the average
minute. |
|
| When we say |
Mathematically it means ... |
| 10 rating |
.1 or 10% |
| .1 rating |
.001 or .01% |
|
|
Rating % =
AA Projection (000) / Universe Estimate (000)
GRPs
(%) / # Spots
HUT
(%) x Share
(%)
|
|
| Examples: |
|
| Share % x Hut
% |
| 4.3 x 61.2% (or .612)
= 2.63 |
| Delivery / UE |
| (2,775,000 / 105,500,000)
x 100 = 2.63 |
| Note: You
can't add ratings together because they
are percentages, so do not add M18-49 RTG
+ W18-49 RTG to get A18-49 RTG. |
|
|
| |
|
| Projections/Delivery/Impressions
|
|
Average
Audience Projection (000)
A rating expressed in numeric rather than percent
form. |
|
Average
Audience Projection (000)=
Rating (%) x Universe (000) |
|
VPVH
x HHAA (000)
Impressions (000) / # Spots
|
|
| Example: |
|
RTG (%) x Universe
(000)
2.63% (or .0263) x 105,500,000
= 2,775,000 |
| Note:
You can't add ratings of different denominators
together so cannot add M18-49 RTG
+ W18-49 RTG to get A18-49 RTG. |
|
|
| |
|
| Coverage
Rating |
|
Coverage
The percentage of homes or persons receiving a
particular broadcast signal within a specific
geographic area. |
|
Coverage
RTG % =
Coverage AA Projection (000) / Coverage
Universe Estimator (000) |
|
| |
|
| HUTs
/ PUTs |
|
Households Using Television
(HUT)
Total viewing to all telelvision |
|
HUT (%) =
#HH with TV sets on (000) /
Total HH Universe (000) |
|
| HH RTG % / Share
% |
|
| Examples: |
|
HH RTG % / HH Share %
(2.6/ 4.3) x 100 = 60.5% |
#HH with TV sets
on (000) / Total HH Universe (000)
(64,596,000 / 105,500,000) x 100 = 61.2% |
| Note: The
sum of the average ratings for a give time
period may be higher than the HUT because
of viewing in multiple-set TV households.
If a household is watching two programs,
it is counted toward each program rating,
but only once towards HUT. |
|
|
Persons Using Television
(PUT)
The percentage of all persons within as given
demographic category in the survey area who are
viewing television during a specific period of
time. |
|
PUT (%) =
# Persons with TV sets on (000) /
Total Persons Universe
Demo Rtg % / Demo Share % |
|
| |
|
| Share
of Audience |
|
Share (or Share of Audience)
The percent of households using television (HUT),
which are tuned to a specific program at a specified
time. |
|
Share (%) =
Rating (%) / HUT % |
|
| Example: |
|
Rating (%) / HUT %
{2.6 (or .026) / 61.2 (or .612)} x 100 =
4.2 |
| Note: Difference
between share and rating is that share is
percentage of HUT (Household Using TV) whereas
the Rating is percentage of the universe.
In essence for share, the TV set must be
on whereas for rating the TV set may be
on or off…it’s a percentage
of the whole TV universe. |
|
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