NAB Audience Measurement & Ratings 2

Question 1

What is the Portable People Meter (PPM) used for in broadcast ratings?

Accepted Answer

Passively detecting encoded audio signals from radio and TV to track exposure

Answer

Manually logging viewing habits in a diary kept by panelists

Answer

Measuring website visits linked to broadcast promotions

Answer

Recording only primetime television viewing via set-top boxes

Question 2

What does GRP stand for and what does it measure?

Accepted Answer

Gross Rating Points — the sum of all ratings for a schedule of commercials

Answer

General Reach Percentage — the unduplicated audience reached by a campaign

Answer

Gross Revenue Points — total ad revenue generated per daypart

Answer

General Response Probability — likelihood a viewer will respond to an ad

Question 3

How is Cost Per Point (CPP) calculated in broadcast advertising?

Accepted Answer

Cost of the spot divided by the rating point delivered

Answer

Total campaign cost divided by total impressions

Answer

CPM multiplied by the number of spots in the schedule

Answer

Rating divided by share multiplied by HUT

Question 4

In audience measurement, what does 'reach' refer to?

Accepted Answer

The unduplicated percentage of a target audience exposed to a schedule at least once

Answer

The total number of times commercials air in a campaign

Answer

The average number of times a viewer sees a commercial

Answer

The geographic area covered by a broadcast signal

Question 5

What does 'frequency' mean in the context of broadcast advertising campaigns?

Accepted Answer

The average number of times a person in the target audience is exposed to a message

Answer

How often a commercial airs within a single daypart

Answer

The signal frequency (MHz) used by a broadcast station

Answer

The number of markets in which a campaign runs simultaneously

Question 6

What is Average Quarter Hour (AQH) rating in radio measurement?

Accepted Answer

The average number of persons listening to a station for at least 5 minutes during any 15-minute segment

Answer

The total number of listeners tuned in at the top of each hour

Answer

The cumulative audience reached over a four-hour daypart

Answer

The average cost of a 15-second radio spot

Question 7

What is 'cume' in radio audience measurement?

Accepted Answer

The total unduplicated number of different persons who tune in to a station for at least 5 minutes during a specified time period

Answer

The cumulative cost of all spots in a radio schedule

Answer

The average quarter-hour rating multiplied by the number of quarter hours

Answer

The percentage of listeners who hear a commercial more than once