How to calculate the ratings?
audience rating
There is a term in the TV industry called "ratings". "Audience rating" is the lifeblood of TV stations. The rise and fall of TV stations, the survival of TV programs and the success or failure of TV staff are closely related to audience rating.
How did you get the ratings? There are two ways to get a rating:
1, diary method-set up a model household and write a diary card every day. -Everyone in the whole family (including those over four years old) has a diary card, which is filled out every day at an interval of 15 minutes. Each card is used for one week.
2, measuring instrument method-install measuring instruments on the sample home TV. This is the latest means of viewing survey in the world. Everyone in the sample family has their own remote control button. Who watched what program, the measuring instrument stores the information and transmits it to the central computer at headquarters through telephone lines.
Contrast: diary method-it usually takes two weeks to get the data, and it takes one week at the earliest.
Measuring instrument method-data can be obtained every other day. This method is expensive.
Description: At present, CCTV's "Sophomore" survey company (established many years ago) has 40,000 sample families in China, covering more than 70 cities nationwide, and the survey scope covers 1 1 100 million TV viewers. The reliability is above 95% and the error is below 3%.
How are TV ratings calculated?
Hunan Satellite TV revealed the calculation of ratings at a party, which is an example. I think you will understand better. For example, the program of Happy Camp is often 100 minutes with 100 viewers. Among them, Zhang San watched Happy Camp 100 minutes, and the audience rating was 1%. If another viewer, Li Si, watches it for 50 minutes at the same time, the audience rating is Zhang San's 1%. And so on. .
How is the TV ratings calculated?
audience rating
Audience rating refers to the percentage of people (or households) watching a program in a certain period of time to the total audience (or households), that is, audience rating = the number of people (or households/audience (or households) watching a program. Of course, in addition to program ratings, there are related statistical indicators such as time ratings.
How is the rating generated?
At present, there are two methods to collect ratings data, namely, diary method and personnel measurement instrument method. Diary method refers to the method that all family members aged 4 and above in the sample family fill in diary cards to collect viewing information. Each family member in the sample family has his own diary card, and they are required to record their daily TV watching (including channels and time periods) on the diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the viewing situation for a week.
Personnel measuring instrument method refers to the method of collecting TV viewing information by using "personnel measuring instrument", which is the latest viewing survey method in the world at present. Each member of the sample family has his own buttons on the hand controller, as well as buttons for guests to use. When family members start watching TV, they must first press the button representing themselves on the mobile phone, and then press this button when they are not watching TV. The meter will store all the information of watching TV every minute (even accurate to the second), and then transmit it to the central computer at headquarters through telephone line (or access the data through PDA).
How long will the ratings come out? Some are a week, some are two weeks, and some are a day. Liu Yannan said that it mainly depends on what kind of measurement method is adopted. If the diary method is used, it will take at least one week, and generally it will take two weeks to collect and analyze data. If the personnel table method is adopted, because the telephone line can send back data immediately, the viewing data can be provided the next day, but the cost of the personnel table is relatively high. If the diary method is used, it takes one week at the earliest to collect and analyze data, and generally it takes two weeks, which obviously has a certain lag and the accuracy is not optimistic; If the personal measuring instrument method is adopted, the cost of measuring instrument is naturally higher because the telephone line can send back the data immediately and provide the viewing data the next day or even faster.
Audience rating refers to the percentage of people (or households) watching a program in a certain period of time to the total audience (or households), that is, audience rating = the number of people (or households/audience (or households) watching a program. Of course, in addition to program ratings, there are related statistical indicators such as time ratings.
Can TV ratings be compared with news broadcast?
Nowadays, more and more TV dramas use the expression that the ratings of a TV drama are second only to News Network. Is this comparison scientific?
Liu Yannan thinks there is no comparability between them. First of all, TV series and news broadcast are not in the same broadcast period; Secondly, they are not facing the same market. News broadcast is geared to the whole country, while more TV dramas are regional and geared to a province or a city. "The reason for this formulation is mainly because" News Network "has a high audience rating in everyone's impression. I want to prove that the ratings of this TV series are high, but it is best not to make such a comparison. " Secondly, Liu Yannan introduced that in some places, the ratings of a TV series may be higher than that of news broadcast. For example, in some places, the ratings of Princess Pearl reached 60%, which is because News Network is geared to the whole country and its statistical base is too large.
So what data should be used as the comparison standard for the ratings of a TV series? Liu Yannan said that the industry generally takes the ratings of a prime-time TV series broadcast by CCTV as the comparison standard, or a representative TV series that created the ratings myth as the measurement standard.
Can ratings measure the quality of TV dramas?
Liu Yannan pointed out that another common phenomenon in ratings analysis is simply linking ratings with content. When the ratings rise or fall, you can often see the assertion that "this is because the program content is good (or bad)". Generally speaking, ratings and program content are related, and the latter usually has obvious influence on the change of the former, but this is not absolute. Liu Yannan said that ratings should not be the only criterion to measure the quality of a program or TV series, but also an indicator of satisfaction. & gt
How to calculate the ratings of domestic TV dramas?
According to the explanation of the Dictionary of Radio and Television, ratings refer to the percentage of people (or households) watching a certain program in a certain period of time to the total number of viewers (or households), that is, ratings = the number of people (or households) watching a certain program/the total number of viewers (or households). The ratings are divided into family ratings and personal ratings. Generally speaking, the family score is greater than the individual score. Liu Yannan, a professor at Beijing Broadcasting Institute and deputy director of the Institute of Television Communication, said that at present, it is more common in the industry to take the number of people rather than the number of households as the statistical standard. Liu Yannan's TV ratings analysis-investigation, analysis and application is the first monograph to systematically study ratings in China.
■ How is the rating generated?
At present, there are two methods to collect ratings data, namely, diary method and personnel measurement instrument method. Diary method refers to the method that all family members aged 4 and above in the sample family fill in diary cards to collect viewing information. Each family member in the sample family has his own diary card, and they are required to record their daily TV watching (including channels and time periods) on the diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the viewing situation for a week.
Personnel measuring instrument method refers to the method of collecting TV viewing information by using "personnel measuring instrument", which is the latest viewing survey method in the world at present. Each member of the sample family has his own buttons on the hand controller, as well as buttons for guests to use. When family members start watching TV, they must first press the button representing themselves on the mobile phone, and then press this button when they are not watching TV. The measuring instrument will store all the information of watching TV every minute (even accurate to the second), and then transmit it to the central computer at headquarters through the telephone line (or get the data at home through PDA).
How long will the ratings come out? Some are a week, some are two weeks, and some are a day. Liu Yannan said that it mainly depends on what kind of measurement method is adopted. If the diary method is used, it will take at least one week, and generally it will take two weeks to collect and analyze data. If the personnel table method is adopted, because the telephone line can send back data immediately, the viewing data can be provided the next day, but the cost of the personnel table is relatively high.
■ Can TV ratings be compared with news broadcast?
Nowadays, more and more TV dramas use the expression that the ratings of a TV drama are second only to News Network. Is this comparison scientific?
Liu Yannan thinks there is no comparability between them. First of all, TV series and news broadcast are not in the same broadcast period; Secondly, they are not facing the same market. News broadcast is geared to the whole country, while more TV dramas are regional and geared to a province or a city. "The reason for this formulation is mainly because" News Network "has a high audience rating in everyone's impression. I want to prove that the ratings of this TV series are high, but it is best not to make such a comparison. " Secondly, Liu Yannan introduced that in some places, the ratings of a TV series may be higher than that of news broadcast. For example, in some places, the ratings of Princess Pearl reached 60%, which is because News Network is geared to the whole country and its statistical base is too large.
So what data should be used as the comparison standard for the ratings of a TV series? Liu Yannan said that the industry generally takes the ratings of a prime-time TV series broadcast by CCTV as the comparison standard, or a representative TV series that created the ratings myth as the measurement standard.
■ Can ratings measure the quality of TV dramas?
Liu Yannan pointed out that another common phenomenon in ratings analysis is simply linking ratings with content. When the ratings rise or fall, you can often see the assertion that "this is because the program content is good (or bad)". Generally speaking, ratings and program content are related, and the latter usually has obvious influence on the change of the former, but this is not absolute. Liu Yannan said that ratings should not be the only criterion to measure the quality of a program or TV series, but also an indicator of satisfaction. "If scoring measures quantitative factors, then satisfaction measures qualitative factors, and it is more important." According to reports, some TV dramas have high ratings but low satisfaction, and there may even be a phenomenon that everyone watches a TV drama while watching it; Some TV dramas may not have high ratings, but they are highly satisfied, such as Yongzheng Dynasty, "We didn't pay attention to collection before ... >>"
How is the score calculated?
People who do TV want TV programs to be watched. How many people watch TV programs? Who's watching? When will you watch it? Audience survey can give us the answer. This work requires the investigation, statistics and analysis of the TV viewing behavior of TV viewers in a certain area according to factors such as time, region, channel, program and audience type. Because it is very difficult to investigate the audience's viewing behavior in practical work, in general, the target audience is sampled according to statistical methods, and the data is processed and analyzed according to the results of spot checks to answer some of the above questions.
A very important statistical index to reflect the viewing situation of TV viewers by sampling the target audience is "viewing rate". Statistically speaking, the definition of ratings refers to the percentage of viewers (families) who watch a certain channel (program) in a certain period of time. Sometimes it is also expressed by the number of target audiences.
In fact, the ratings survey is a statistic of the number of viewers. Theoretically, ratings are measured by population. In fact, due to the limitation of survey means and survey system, at present, we can't really count by people, but mostly by households. The audience survey work of Guizhou TV, Guizhou investigation team and Guiyang dispatching team is mainly based on household sampling survey. Although the survey of CCTV- sophomores takes individuals as the sample unit, it is impossible for every family in China to have a TV set, and most families still watch TV as a whole family. Therefore, the "audience rating" data obtained by the audience rating survey agency is actually closer to the audience rating percentage, which is the product of the audience rating and the average number of households in the survey area.
Let's look at an actual data. According to the survey data of CCTV- sophomores, the audience rating of Guizhou Satellite TV Channel in Guiyang is10: 30 on July 2, 1999, which means that there are 236,000 people watching Guizhou Satellite TV programs out of a population of10.685 million in Guiyang at this time. Each viewing point represents16,850 viewers, while the viewing rate of 14 indicates that there are 235,900 people watching the program.
Audience rating is the main basis used by TV editorial department to judge and evaluate the TV audience's love for a channel or a program, and to decide the adjustment or selection of the program, so as to make the production and arrangement of the program more reasonable and provide objective basis for the improvement of the channel and the improvement of the program quality.
When planning an advertising plan, an advertising agency should decide to buy different advertising time slots or specific TV programs or put on different TV channels according to the predicted ratings and audience distribution, and can calculate how many people the predetermined advertising information can reach and how many times these people contact the advertising information, so as to reduce the blindness of advertising.
In advertising management, TV stations also need to take ratings as the main basis for determining advertising fees for different program periods or a specific program, and provide advertising agents with advertising prices for different channels, different time periods and different programs according to the expected ratings and audience structure distribution, thus standardizing their own advertising management. According to the principle of market economy, when the average audience rating of the same TV channel is high, the advertising price is relatively high. Between different TV stations (or TV channels), in addition to different coverage, advertising prices will vary greatly due to different average ratings. Due to the change of program content, the ratings of some programs broadcast by TV channels for a long time will rise and fall, and the actual broadcast price will fluctuate, which is also a flexible market principle.
It should be pointed out that there are many factors that affect the change of ratings, among which "time", "region", "channel" and "program" are the most important.
Time factor: the audience mainly watches TV according to their living habits, and generally watches TV at night and holidays. In advertising management, TV stations divide the daily advertising time into four periods: A, B, C and D, and some even subdivide the A period into special A period, A 1 period and A2 period. The ratings in different time periods vary greatly, and accordingly, the advertising prices in different time periods will also vary greatly.
Geographical factors: Because the target audience of the sample survey is different in different regions, the distribution of viewing situation will be very different. For example, the ratings between urban and rural areas will be very poor ... >>
How to calculate ratings and ratings share?
The difference between ratings and ratings share is that ratings are the proportion of viewers watching a certain program to the total population in the region, while ratings share is the total number of viewers watching a certain program and viewers turning on TV at the same time in the region.
A person from CCTV Sophomore said that the ratings indicators are divided into two categories, one is the basic indicator, which refers to the ratings of various calculation calibers; The other is derivative indicators, including indicators reflecting market structure, such as viewing share (or market share), and indicators reflecting program viewing preference, such as program attraction and audience overlap rate. These indicators are often paid more attention by TV stations because they are more meaningful for guiding TV program arrangement.
The viewing share is the percentage of the audience of a specific channel or program to the total audience watching TV in a certain period of time; Audience rating refers to the percentage of viewers who have the ability to watch TV in a certain period of time. Because they are two different assessment indicators, the ratings and ratings share of the same program at the same time sometimes differ greatly. During the day, if you can get a rating of 1%, you may get a rating of 20%.
At present, CCTV channels are basically managed by the corresponding centers, and the ratings are changed to ratings, which shows that CCTV has shifted the assessment task from the original front-line personnel to the person in charge of the center, that is, the middle management of CCTV. In addition, the original elimination system was internal competition in Taiwan Province, which was a vertical comparison. Now, after checking the viewing share, horizontal comparison is needed, which clearly shows CCTV's determination to compete with other TV stations.
CCTV changed its assessment index, which caused great repercussions in Taiwan Province. Many channels have put forward the idea of revision, and Channel 8 invited people from all walks of life to discuss and brew a major revision. In view of the fact that the TV series broadcast by CCTV is less than 1/5 of the total broadcast volume, and the TV series broadcast by provincial satellite TV and terrestrial channels have accounted for 1/3 and 1/4 of the total broadcast volume, many channels have also put forward the idea of broadcasting TV series.
As far as I know, the situation is different in every place. It seems that there are 1 000 households in Beijing, so there will be a bleak situation in the process of broadcasting some films.
Hong Kong seems to have a rating of 65,438+million households. I wonder if it has changed now. I like Asian TV programs that are broadcast in the afternoon best. At that time, the ratings were pulled from 2 to 3 to 7, and being tough was tough.
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You can consult some information.
How are the ratings counted?
Audience rating refers to the number of viewers who watch a TV program in a certain period of time, expressed as a percentage. At present, TV stations generally entrust professional companies to conduct sampling surveys by telephone or other means to obtain ratings.
How to calculate the score: Calculate the score according to the survey data.
The survey data includes two parts.
Part is the background information of the respondents (individuals and their families), including gender, age, occupation, education level, personal/family income, personal/family assets, family size, family role relationship, family TV equipment ownership and TV reception, basic life attitude and leisure choice, work situation, living area, language use, etc. This part of the data is mainly obtained through the investigation of sample families accessing the network, and becomes the background data for the calculation and analysis of ratings.
The other part is the personal TV watching data of the respondents recorded by diary method or personnel meter method, that is, the information of whether each member (respondents aged 4 and above) in the family with TV watches and what channel is recorded every 65,438+05 minutes (personnel meter is every minute) for 24 hours every day.
In addition, some data do not belong to ratings survey data, that is, they are not obtained from sample household surveys, but they are also very important for ratings calculation and analysis, that is, TV channel attribute data and TV program broadcast data. This part of the data is generally provided by TV stations or obtained through TV monitoring.