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
 
Quad Analysis
The division of a program audience into four distinct groups based on two factors:
  1. Frequency of episode exposure (similar to week-to-week retention ), and
  2. Average length of episode exposure (similar to in-program retention ).

This technique of quantifying program loyalty was developed by Nielsen Media Research, Inc. Nielsen defines the four groups as follows:

  • Gold Cards Those households/persons who, when viewing any part of the program, viewed 46% or more of the program minutes, and also viewed at least 55% of the programs.
  • Silver Sliders Those households/persons who, when viewing any part of the program, viewed less than 46% of the program minutes, and also viewed at least 55% of the programs.
  • Occasionally Committed Those households/persons who, when viewing any part of the program, viewed 46% or more of the program minutes, and also viewed less than 55% of the programs.
  • Viewers Lite Those households/persons who, when viewing any part of the program, viewed less than 46% of the minutes, and also viewed less than 55% of the programs.
  • Non-viewers selected as all unified households/persons with no viewing in total to any telecasts of the programs.

In each case, the tabulations are done for unified households/persons, and for in-tab days only.

Quad Analysis - Adults 18-49
Quad Analysis - Adults 18-49

The Audience Watch System supports quad analysis in two ways:

  • Previously Computed Quad Values Computed by a data provider, such as Nielsen Media Research, using minute-by-minute data and delivered to clients for selected demographic groups. The Audience Watch System provides a convenient environment for selecting, displaying, charting, and printing this data. This requires prior licensing of the quad analysis data from the data provider.
  • Computed Values Computed by the Audience Watch System using mid-minute data. Includes flexibility in selecting any demographic or exposure group. Can also be displayed, charted, and printed.

The system requires a few seconds of interaction by the user to select a quad analysis to perform, and about one second to generate the chart.



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