RTV 3007 - Chapter 8 Exam Questions with Correct Answers Latest Update 2025/2026
True - Answers Level of audience activity is more important than audience size in gauging a
successful mobile or social media ad campaign
False - Answers Cume ratings represent duplicated listeners
True - Answers The first radio ratings system used a telephone recall system.
False - Answers Psychographics define users based on their use of and attitudes toward
technology
False - Answers Nielsen's market designation scheme is known as ADI, or area of dominant
influence
True - Answers Nielsen uses metering devices in a sample of 20,000 television households
False - Answers In terms of ratings markets, MSAs are larger than TSAs
False - Answers Diary responses can be inaccurate, but ratings based on metering devices
overcome those problems
True - Answers Barring an unlikely event, shares are always larger than ratings
False - Answers AQH and TVQ are measures of qualitative audience response to actors and
programs
True - Answers Cable network audience estimates include viewers who see the network via
cable and viewers who see the network via satellite
True - Answers Television program testing is used to gauge audience reactions to plot,
characters, and other program elements
False - Answers Ratings explain why viewers and listeners prefer certain programs over others
False - Answers Out-of-home television use is recorded by Nielsen's set-top meter
True - Answers When an advertiser specifies what time its commercials should run, that is
known as a fixed buy
radio station listeners in the 1930s - Answers A. C. Nielsen's audimeter was first used to
measure which of the following?
CPM - Answers Cost per impression (CPI) is most closely related to _____
Designated Market Area. - Answers DMA stands for
physiological testing - Answers 19. Measuring viewers' heart rate, eye movement, and skin
True - Answers Level of audience activity is more important than audience size in gauging a
successful mobile or social media ad campaign
False - Answers Cume ratings represent duplicated listeners
True - Answers The first radio ratings system used a telephone recall system.
False - Answers Psychographics define users based on their use of and attitudes toward
technology
False - Answers Nielsen's market designation scheme is known as ADI, or area of dominant
influence
True - Answers Nielsen uses metering devices in a sample of 20,000 television households
False - Answers In terms of ratings markets, MSAs are larger than TSAs
False - Answers Diary responses can be inaccurate, but ratings based on metering devices
overcome those problems
True - Answers Barring an unlikely event, shares are always larger than ratings
False - Answers AQH and TVQ are measures of qualitative audience response to actors and
programs
True - Answers Cable network audience estimates include viewers who see the network via
cable and viewers who see the network via satellite
True - Answers Television program testing is used to gauge audience reactions to plot,
characters, and other program elements
False - Answers Ratings explain why viewers and listeners prefer certain programs over others
False - Answers Out-of-home television use is recorded by Nielsen's set-top meter
True - Answers When an advertiser specifies what time its commercials should run, that is
known as a fixed buy
radio station listeners in the 1930s - Answers A. C. Nielsen's audimeter was first used to
measure which of the following?
CPM - Answers Cost per impression (CPI) is most closely related to _____
Designated Market Area. - Answers DMA stands for
physiological testing - Answers 19. Measuring viewers' heart rate, eye movement, and skin
