NAB Audience Measurement & Ratings 1 — Questions and Answers
Question 1: What does one television rating point represent in audience measurement?
- 1% of all TV households in a given market tuned to a program (Correct answer)
- 1% of all people watching television at a given time
- 1,000 households watching a specific channel
- The total number of viewers in a single daypart
Correct answer: 1% of all TV households in a given market tuned to a program
One rating point equals 1% of all television households in the measured universe, whether or not their sets are turned on.
Question 2: What is the primary difference between a rating and a share in broadcast measurement?
- A rating measures total households; a share measures only households with sets in use (Correct answer)
- A rating measures radio listeners; a share measures TV viewers
- A rating is used for national markets; a share is used for local markets
- A rating measures daytime audiences; a share measures primetime audiences
Correct answer: A rating measures total households; a share measures only households with sets in use
A rating is a percentage of all TV households, while a share is a percentage of only those households with their television sets turned on (HUT).
Question 3: Which four months are traditionally known as 'sweep' periods in broadcast television ratings?
- February, May, July, and November (Correct answer)
- January, April, August, and October
- March, June, September, and December
- February, April, September, and November
Correct answer: February, May, July, and November
The four sweep months are February, May, July, and November, when ratings are used to set advertising rates for local stations.
Question 4: What does DMA stand for in broadcast audience measurement?
- Designated Market Area (Correct answer)
- Digital Media Audience
- Demographic Measurement Average
- Distributed Market Analysis
Correct answer: Designated Market Area
DMA (Designated Market Area) is a geographic region defined by Nielsen that determines which television stations serve a given market.
Question 5: What does the acronym HUT stand for in television ratings?
- Households Using Television (Correct answer)
- High Usage Timeslot
- Hourly Unduplicated Total
- Home User Tracking
Correct answer: Households Using Television
HUT (Households Using Television) represents the percentage of all TV households that have their sets turned on during a specific time period.
Question 6: What is a Nielsen People Meter used to measure?
- Minute-by-minute viewing of individual household members by demographic (Correct answer)
- Total households watching a specific channel in a market
- Radio listening habits in a designated market area
- Website traffic driven by broadcast promotions
Correct answer: Minute-by-minute viewing of individual household members by demographic
A People Meter is an electronic device that records when a TV set is on, which channel it is tuned to, and which household members are watching, capturing demographic-level data.
Question 7: Which adult demographic is most commonly used as the primary target in broadcast television advertising sales?
- Adults 25–54
- Adults 18–34
- Adults 35–64
- Adults 18–49 (Correct answer)
Correct answer: Adults 18–49
Adults 18–49 is the most widely used demographic in broadcast TV advertising because it captures peak earning and spending years for a broad audience.
NAB Audience Measurement & Ratings 1
What does one television rating point represent in audience measurement?