NAB Audience Measurement & Ratings 2 — Questions and Answers
Question 1: What is the Portable People Meter (PPM) used for in broadcast ratings?
- Passively detecting encoded audio signals from radio and TV to track exposure (Correct answer)
- Manually logging viewing habits in a diary kept by panelists
- Measuring website visits linked to broadcast promotions
- Recording only primetime television viewing via set-top boxes
Correct answer: Passively detecting encoded audio signals from radio and TV to track exposure
The PPM is a pager-like device worn by panelists that passively detects inaudible codes embedded in broadcast audio, automatically recording exposure without manual logging.
Question 2: What does GRP stand for and what does it measure?
- Gross Rating Points — the sum of all ratings for a schedule of commercials (Correct answer)
- General Reach Percentage — the unduplicated audience reached by a campaign
- Gross Revenue Points — total ad revenue generated per daypart
- General Response Probability — likelihood a viewer will respond to an ad
Correct answer: Gross Rating Points — the sum of all ratings for a schedule of commercials
GRP (Gross Rating Points) is the sum of all rating points delivered by an advertising schedule, measuring total delivery without deduplicating audience.
Question 3: How is Cost Per Point (CPP) calculated in broadcast advertising?
- Cost of the spot divided by the rating point delivered (Correct answer)
- Total campaign cost divided by total impressions
- CPM multiplied by the number of spots in the schedule
- Rating divided by share multiplied by HUT
Correct answer: Cost of the spot divided by the rating point delivered
CPP is calculated by dividing the cost of a commercial unit by the rating point it delivers, allowing advertisers to compare efficiency across stations and dayparts.
Question 4: In audience measurement, what does 'reach' refer to?
- The unduplicated percentage of a target audience exposed to a schedule at least once (Correct answer)
- The total number of times commercials air in a campaign
- The average number of times a viewer sees a commercial
- The geographic area covered by a broadcast signal
Correct answer: The unduplicated percentage of a target audience exposed to a schedule at least once
Reach is the unduplicated percentage of the target audience that is exposed to an advertising schedule at least once during a specific time period.
Question 5: What does 'frequency' mean in the context of broadcast advertising campaigns?
- The average number of times a person in the target audience is exposed to a message (Correct answer)
- How often a commercial airs within a single daypart
- The signal frequency (MHz) used by a broadcast station
- The number of markets in which a campaign runs simultaneously
Correct answer: The average number of times a person in the target audience is exposed to a message
Frequency is the average number of times members of the target audience are exposed to an advertising message during a specified time period.
Question 6: What is Average Quarter Hour (AQH) rating in radio measurement?
- The average number of persons listening to a station for at least 5 minutes during any 15-minute segment (Correct answer)
- The total number of listeners tuned in at the top of each hour
- The cumulative audience reached over a four-hour daypart
- The average cost of a 15-second radio spot
Correct answer: The average number of persons listening to a station for at least 5 minutes during any 15-minute segment
AQH rating is the average number of persons listening to a specific station for at least 5 continuous minutes within any quarter-hour, expressed as a percentage of the population.
Question 7: What is 'cume' in radio audience measurement?
- The total unduplicated number of different persons who tune in to a station for at least 5 minutes during a specified time period (Correct answer)
- The cumulative cost of all spots in a radio schedule
- The average quarter-hour rating multiplied by the number of quarter hours
- The percentage of listeners who hear a commercial more than once
Correct answer: The total unduplicated number of different persons who tune in to a station for at least 5 minutes during a specified time period
Cume (cumulative audience) counts the total number of different individuals who listen to a station for at least 5 minutes during a daypart, counting each person only once.
NAB Audience Measurement & Ratings 2
What is the Portable People Meter (PPM) used for in broadcast ratings?