NAB Audience Measurement & Ratings 1

Question 1

What does one television rating point represent in audience measurement?

Accepted Answer

1% of all TV households in a given market tuned to a program

Answer

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?

Accepted Answer

A rating measures total households; a share measures only households with sets in use

Answer

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?

Accepted Answer

February, May, July, and November

Answer

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?

Accepted Answer

Designated Market Area

Answer

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?

Accepted Answer

Households Using Television

Answer

HUT (Households Using Television) represents the percentage of all TV households that have their sets turned on during a specific time period.

(NAB) National Association of Broadcasters Certification Practice Test