Audience Watch For Television Programming and Advertising Professionals
Home Glossary About Audience Watch

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
 
Program Environment

Program environment refers to the measures which define the performance of a television program in the context of its competition during the time period that it airs. The various types of analysis indicate relative audience share as audience members make their viewing decisions as programs begin and end, during programs, and as the tune in.

Quarter Hour Retention The percentage of the previous quarter hour that watched the selected quarter hour.

Lead-In Source The percentage of the first quarter hour of the selected program who came from the last quarter hour of the lead-in program.
Retention The percentage of the last quarter hour of the lead-in program that watched the first quarter hour of the selected program.
Loyalty The percentage of those that watched the last quarter hour of the lead-in program and watched television during the selected program that watched the selected program.
Defection The percentage of those that watched the last quarter hour of the lead-in program and also watched television during the first quarter hour of the selected program that did not watch the first quarter hour of the selected program.
In Program Source The percentage of the last quarter hour of the selected program that came from the first quarter hour of the selected program. .
Retention The percentage of the first quarter hour of the selected program that watched the last quarter hour of the selected program. .
Loyalty The percentage of those that watched the first quarter hour of the selected program and watched television during the last quarter hour of the selected program that watched the last quarter hour of the selected program. .
Defection The percentage of those that watched the first quarter hour of the selected program and also watched television during the last quarter hour of the selected program that did not watch the last quarter hour of the selected program. .
Lead-Out Source The percentage of the first quarter hour of the lead-out program that came from the last quarter hour of the selected program.
Retention The percentage of the last quarter hour of the selected program that watched the first quarter hour of the lead-out program.
Loyalty The percentage of those that watched the last quarter hour of the selected program and watched television during the first quarter hour of the lead-out program that watched the first quarter hour of the lead-out program.
Defection The percentage of those that watched the last quarter hour of the selected program and also watched television during the first quarter hour of the lead-out program that did not watch the first quarter hour of the lead-out program.

Tune-In Share The percentage of those that were not watching network television during the previous quarter hour and also watched network television during the selected quarter hour, that were watching the selected program at the selected quarter hour.

Switching Share The percentage of those that were watching television during the previous quarter hour and that changed their viewing choice between the previous quarter hour and the selected quarter hour, that chose to watch the selected program at the selected quarter hour. Note: Using only the Nielsen data, it is not possible to distinguish between those that were watching local programming and those that were not watching television. See television usage..



Printer-Friendly Format   Home   Glossary   Email   About