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Chapter 14: Research in the Electronic Media

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Shelby Cassesse

on 23 September 2014

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Transcript of Chapter 14: Research in the Electronic Media

Chapter 14: Research in the Electronic Media
Three Major Forms of Data Collection
Portable People Meter
Diaries
Telephone Calls (not currently used)
Ratings and Nonratings Research
Two companies provide the bulk of syndicated ratings
Nielsen Media Research
World's largest market research company
Use two types of data collection methods
Diaries and electronic meters
Produces a variety of audience measurement reports

Arbitron
Focuses on providing information on radio
Uses diaries and the Portable People Meter
Methods of Research
Pre-Production
1) Have people read a short statement or summary about a show and ask for opinions on idea, their willingness to watch, or intent to buy the product
2) Media “hardware” item should be produced, known as a Rough Cut.
a)Rough Cut- inexpensive, simplistiv production that usally uses amateur actors, little or no editing and makeshift sets.
ex. photo of a major scene designed to give basic idea of a program

Non Ratings Research
Provides information about what the audience likes/dislikes, analysis of different types of programming, demographic and lifestyle information about the audience and more

Research is important throughout development and continuous into production of shows, radio, and products

Research also includes testing products in each stage: initial idea, plan, rough cut, and post production
Background

Research in EM became necessary when radio became a popular mass medium in the 1930's.
Advertising played a huge role
How many listeners, why they are listening, who was listening
Psychographics: examines why people behave and think as they do
This wasn't enough for advertisers
Methods of Research
Post-Production
Test in experimental theatres, shopping centers, telephones, or test channels
The results can show that an ending might need re-done; provides audience reaction

Primary Research Procedures
Auditorium Media Test (AMT)
Evaluates recurrents and oldies; expensive; not used as often; tests 75-200 people; Recruited by field service with focus group in mind; paid; most reliable

Procedure:
Confirm ID
Intro - no right/wrong answers
moderator should be in control
Breaks
Understand scoring system
No singing
Expect the unexpected

Primary Research Methods
Callout Research
Call randomly selected people; similar procedure as above; usually tests newer music; max 20 songs; inexpensive

Online Music Test (OMT)
People listen to songs and will rate them on home computer; inexpensive, convenient, fast results
Disadvantage - hard to prove the correct person is taking the test


Other Types of Research
Market Studies
Format Studies
Format Search Studies
Program Element Importance
Station Image
Personality Studies
Advertiser Analysis
Account Executive Research
Sales Research
Diversification Analyses
Qualitative Research
TV Programming Research
Rating- Percentage of people or households in a population with a television or radio tunes to a specific station, channel or network
Rating=People or households/population

Ex: Rating= 4,620/21,000=.22 or 22% or 22 (abc)/ (total)

Ratings
To check work- .22 x 21,000=4,620
Share- The percentage of the HUT or PUR that is tuned to a specific station, channel, or network.
Shares
Share= Persons or Households/ HUT or PUR

Ex: ABC Share 4,620/12,600= .367 or 36.7%

This information is used to get a rough population HH estimate as well as an exact population HH estimate.
Examples

Network- ABC
Rating- 22.0
Population-114,700,000
Rough Population HH Estimate- 25,234,000

Network- ABC
Shares- 36.7
HUT- 68,820,000
Rough Population HH Estimate- 25,256,940
Cost Per Thousand
Cost Per Thousand- What it costs an advertiser to reach 1,000 households or persons. (A common way to express advertising efficiency).
Cost Per Thousand
Cost Per Thousand- What it costs an advertiser to reach 1,000 households or persons. (A common way to express advertising efficiency).
Examples
CPM= Cost of Advertisement/ Audience size
Ex: ABC CPM= 275,000/25,234=10.90

Costs 10.90 to reach 1,000 HH.


Metro survey area

Designated market area

Total survey area

Related Rating Concepts

Cume and AQH
Cume (cumulated audience)- An estimate of the number of different people who listened to or viewed at least 5 minutes within a given daypart.
Average quarter hour- Used to determine time spent listening, average weekly time exposed and time spent viewing.
Name of market

Geography

Demographic

Source

Daypart

Type of data

Time of survey



Reading a Ratings book
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