Audience Watch For Television Programming and Advertising Professionals
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Glossary
· Audience Data
· Audience Distribution
· Audience Flow
· Audience Sample
    · Sample Analysis
    · Sample Details
    · Drill down
    · Unified Sample
· Audience Tracking
· Co-viewing
· Demographic Group
· Exposure Group
· Impressions
· Influence Index
· Optimization
    · Integrated
    · Transparent
    · Spot Optimization
    · Steps
· Program Environment
· Program Trends
    · Defection
    · Experience
    · Program Loyalty
    · Retention
· Quad Analysis
· Reach
    · Effective Reach
    · Incremental Reach
    · Network Reach
    · Incremental Net Reach
· Recall
· Recency Theory
· Response Index
· Roadblock
· Valuation
    · Audience Valuation
    · Efficiency Plot
    · Exposure Valuation
    · Audience Efficiency
· Viewing Quintile
 
Audience & Sample Distribution

The audience & sample distribution family of charts show the demographic distribution of a program audience or sample. Distributions can be generated for any of the demographic variables included in the database describing the sample.

News Program Income Distribution
News Program Income Distribution

News Programming by Income This figure above shows the average income distribution for three competing weekly news programs over a two week period. News programs on networks A & C skew toward higher income audiences, while news on network B appeals to lower income audiences.

As the legend indicates, the charts are averaged over the two week period, and are cumulative, meaning that if a member of the audience viewed any portion of the program, they are included in the distribution.

Drama vs. Reality Viewing Quintile Distribution
Drama vs. Reality Viewing Quintile Distribution

Viewing Quintile for Drama vs. Reality If we compare the viewing quintile distribution of reality programs to those of dramas, we find that reality programming often attracts audiences that are relatively heavy viewers - viewers that can be reached almost anywhere. The figure above, for example, compares a popular reality with an equally popular drama on another network. It shows that the only viewing quintile in which the reality program attracts proportionally more than the drama is in those who are in the top (heaviest) viewing quintile.

Sitcom vs. Population Education Distribution
Sitcom vs. Population Education Distribution

Sitcom Audience vs. Population We can also compare audiences against the population of all viewers. We see in the figure above that one widely viewed sitcom tends to attract proportionally more high school graduates.

Audience and sample distribution plots are available in several related forms:

  • Rating Index indexes ratings for portions of a selected demographic group compared to ratings for the group as a whole.
  • Ratings Contribution subdivides the program rating demographically. It measures the rating points which can be attributed to demographic portions of the total audience.
  • Audience Distribution is similar to rating contribution but is measured as a percentage of the total program audience.
  • Audience Count is also similar to ratings contribution but is measured as the number of audience members in each demographic portion of the sample who viewed the program.
  • Sample Distribution is similar to rating contribution but is measured as a percentage of the total sample - independent of viewing.
  • Sample Count is also similar to ratings contribution but is measured as the number of sample members.

Audience & Sample Distribution plots can be made for any of the demographic factors:

  • Gender
  • Age
  • Age of household members
  • Income
  • Education
  • Race
  • Language
  • Product usage
  • County size
  • Time zone
  • Cable status
  • Occupation
  • Viewing quintile

Plots can be created for individual time slots, or averaged for collections of time slots or advertising schedules.


Using Audience Watch, the analysis required about 3 seconds of computing time to generate on a Pentium Windows PC.


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