MMC 3420 FINAL: ELECTRONIC MEDIA RESEARCH QUESTIONS AND ANSWERS (GRADED A+)

MMC 3420 FINAL: ELECTRONIC MEDIA
RESEARCH QUESTIONS AND
ANSWERS (GRADED A+)
Non-ratings research - ANSWER-Program testing, auditorium testing, callout research,
format/format search studies

program testing - ANSWER-(tv)
Audience reactions to content prior to a full launch.
-done at all stages
-can isolate problems
-one-on-one or focus groups, often collect open-ended, qualitative type feedback

auditorium testing - ANSWER-(Music)
-Used to test recurrents and oldies.
-Pre-screened audience to a large auditorium and playing hooks (about 8 seconds) to
participants.
-rate songs: like, wearout, fit, favorite

callout research - ANSWER-(music)
-tests currents
-usually online

format/format search studies - ANSWER-(Music)
-evaluate market: identify counter-programming or filling in gaps.

Ratings Research- the why/why do we care? - ANSWER--goal of commercial
broadcasting... ???
-what do broadcasters need to know about their product to be successful?
-who's watching/listening and when?
-there is $70 billion in TV advertising annually

Ratings research- the who - ANSWER-Nielson, National Networks, Local stations,
demographics, psychographics

-Nielson collects, analyzes, and packages TV and Radio data.
-Nielson acquired Arbitron in 2013
-Arbitron bought Portable People Meter, concerns over monopoly
-Ratings data is purchased by... National Broadcast and Cable Networks, Local
Stations, ad agencies, syndicators

Ratings research- the what - ANSWER-how ratings and shares are calculated