And the percentage of viewing related to it. The viewing percentage considers the proportion of viewers watching a program to the total audience who turn on the TV; The audience rating does not consider whether people turned on the TV at that time, but refers to the percentage of people watching a certain TV station (or program) to the total population of TV viewers. Obviously, ratings can better reflect the competitiveness of a program (or channel) in the audio-visual market, because ratings are aimed at the audience who actually turn on the TV, and they can better understand the share of a program audience.
For example, the average audience rating of the last episode of A Jackie Chan was 4 1, with 260,000 viewers, while the average audience rating of ATV's Millionaire was 3, with audience 1.9 million, and the total audience of the two channels was 2.85 million. So the viewing percentage of the last episode of My Husband is Jackie Chan is: (266/285)× 100%=93%.
Here, there is also a question about the finale and the ratings of the finale. The so-called finale viewing refers to the average viewing in the last week of the series, and the finale viewing refers to the last episode of the series.
Average score. Seeing this, some people may ask, does an episode have an average audience rating? Yes, because personal viewing recorders have been widely used in Hong Kong, and personal viewing recorders can accurately count the ratings per minute, the average ratings and the highest ratings of programs can be counted according to the ratings per minute. The highest viewing rate mentioned here is based on festivals, that is, the average viewing rate per 15 minutes. For example, the highest rating of "War of the Sexes" is 48 points, and if it is in minutes, the highest rating of "War of the Sexes" is 50 points.
The personal viewing recorder will be explained in more detail below.
The ratings survey originated in America. 1923, A.C. Nelson, the founder of AC Nielsen Company, established the first market research company in the United States, and has been the most authoritative market research institution in the United States since then. Now it has developed to dozens of countries and regions, and has become the world's leading market research, information and analysis service provider. It has a set of internationally recognized original research products and methods, providing a wide range of comparative and standardized data, including consumer goods and service industries, as well as government and social institutions. The ratings surveys in China, Hongkong and Taiwan Province Province were also conducted by AC Nielsen.
The concept of "ratings" was introduced to Chinese mainland in 1986. Since then, ratings surveys have continued to develop. In the middle and late 1990s, ratings indicators were widely introduced into China TV industry, and entered the real ratings survey stage. Since 1978, SRG has provided TV viewing survey reports for Hong Kong TV industry. 1978 to 1983, and the viewing survey mainly adopts "diary method" to collect data; During the period of 1983 ~ 199 1, data were collected by means of "diary method" and "personal viewing recorder"; It was not until June 199 1 that the personal viewing recorder still in use was widely used to investigate the audience's viewing behavior. Hong Kong Wireless and ATV have been using AC Nielsen's ratings service since 1978. AC Nielsen has viewing data, which can be ordered by all interested institutions in the industry. It is the main basis for advertisers to place advertisements, and it is also an important basis for analyzing and judging the broadcast effect of TV programs and improving programs.
Let's explain the "diary method" and "personal viewing recorder" mentioned above.
The so-called diary method refers to the method that all family members aged 4 and above in the sample family fill in diary cards to collect viewing information. Each family member in the sample family has his own diary card, and they are required to record their daily TV watching (including channels and time periods) on the diary card at any time. The time interval listed on the diary card is 15 minutes. Each diary card can record the viewing situation for a week. Interviewers regularly collect the completed diary cards at home every week and keep the diary cards for the next week. In order to help respondents identify the channels they are watching more intuitively, the interviewer will leave a reminder card for the sample families, including the logos of all channels. The cost of this method is low, but the accuracy is not enough, which often leads to the error that the data of the TV station with high ratings is higher and the data of the TV station with low ratings is lower, because when recording afterwards, the interviewee often ignores the channel with shorter viewing time because of memory and fear of trouble, and shifts the viewing time to the channel with longer viewing time.
Personal viewing recorder method is to install a personal viewing recorder in the sample family, which will record all the viewing conditions, including starting, shutting down, turntable, watching channels and watching video recorders.
Fast forward, fast backward, video, etc. Will be recorded in great detail, and then automatically
The recorded data is transmitted back to the data processing center of the survey company through the telephone line to carry out various
Statistical analysis of species. Theoretically, this instrument can accurately monitor the audience's viewing situation every 1 second, but because of the large amount of data, two research companies (AC Nielsen and Yang)
Video-Sophomore only provides ratings per 1 minute. This method has high accuracy, but the cost is high, and because the interviewed families are required to have telephone to transmit data. Specific to Hong Kong, it is to install personal viewing recorders in sample families, and automatically transmit data to AC Nielsen's data processing center every day, and the ratings can be counted the next day after the program is broadcast.
Some people may ask, how do the ratings data obtained by diary method compare with those obtained by personal ratings recorder?
Different? Simply put, the data obtained by personal viewing recorder is more accurate and humanized than diary method.
It seems that timely, specifically, there are the following four differences:
1. Personal viewing recorder is more accurate than diary method, and can better meet the needs of advertisers and TV people.
Need. The personal viewing recorder can record in minutes (even every second),
However, the diary method can only take 15 minutes as a recording time unit.
2. Personal measuring instruments (that is, personal viewing recorder) can ensure the objectivity of data more than diary method.
. Because the diary method requires more physical labor, and sometimes even records viewing information by memory.
Therefore, the possibility of inaccurate records is much greater than that of personnel measuring instruments.
3. The ratings data obtained by personnel measuring instrument are more timely than those obtained by diary method. Personnel measuring instruments usually
You can get the ratings data the next day, but the diary rule takes a week or more.
4. The cost of diary method is low, while the cost of personal viewing recorder is high.
The investigation method of personal viewing recorder initiated by Nielsen Media has been used several times abroad.
Ten years, but the cost of watching a video recorder is relatively high, so it is very common in Chinese mainland now.
Diary is still the main method.
In fact, besides the above two methods, there is another method, but this method is not commonly used.
Use, that is, telephone survey method, that is, collect audience information watching TV by telephone.
Method, but generally only used for one-time investigation. In fact, the results of telephone sampling survey
The result is only "contact rate", which is different from the "ratings" announced by TV stations at present. Simply put, the contact rate only calculates whether the interviewee watched some programs yesterday, and the viewing time is not included. The rating is calculated by considering the contact rate and viewing time. TV programs with high contact rate may not have high ratings, which may be because many viewers only browse for one or two minutes and then change channels. Therefore, this method is rarely used.
Audience survey is a kind of commercial behavior, which can be done by and attached to TV stations.
Obviously, the ratings survey initiated by the company is difficult to get rid of the self-interest of the initiator.
Influence, and thus lack of fairness, can not be used as a recognized basis for decision-making; Therefore,
Audience ratings are generally determined by a third-party organization, namely the media, which is independent of TV stations, advertising companies and advertisers.
The survey of research institutions shows that because the third-party organizations operate independently, they have established a fair foundation and can be accepted by all parties who use the data. In this way, the ratings data surveyed will have credibility, and any interested customers can buy them, mainly TV stations, advertising companies and advertisers.
Although the audience rating itself is just a simple number, behind the seemingly simple number is
Scientific basic investigation, sampling, measurement, statistics, data processing and a series of complex processes.
The first is basic research. Generally speaking, companies that conduct rating surveys are rated in a region.
Before the survey, basic research will be conducted in the local area, that is, detailed research will be conducted in the ratings survey area.
Sampling survey mainly investigates the demographic characteristics of the sample size in this area and its possible impact.
According to the situation of the survey area, the viewing survey is open.
We will regularly update the basic research data of various places to ensure that sample families are selected.
The representativeness and accuracy of the rating; The next step is sampling, which is usually used for ratings surveys.
Multi-stage, PPS, cluster sampling and other sampling methods (these terms are technical terms and are purely understood
For a moment); The second is measurement, that is, collecting data. Data commonly used in ratings surveys
There are three collection methods, namely telephone method, diary card method and measuring instrument method. This has been said before.
It's over, needless to say; After data collection, make statistics; The last step is data processing, which is the most complicated step in the whole viewing survey process. Data processing generally includes the following three links:
First of all, input the original data of the viewing survey into the computer (diary card method only, recorder method does not
Need data entry), purify the data and ensure the integrity of the original data.
Reason;
Secondly, the purified viewing data, sample background database and program database are merged into one.
A more comprehensive "rating database";
Thirdly, on the basis of this "ratings database", the original data are weighted by gender and age to generate various ratings data. The so-called weighting refers to the process of assigning mathematical weights to correct the deviation that unweighted samples represent too much or too little for some people.
Sampling is the most important in the whole process of ratings survey, which is directly related to the accuracy of ratings.
Therefore, all media investigation companies attach great importance to this. Generally speaking, it is necessary to draw.
To produce a certain number of representative survey samples, it is necessary to study the basic properties of these samples.
And then according to the viewing behavior characteristics.
The framework of ratings index system calculates and extracts the ratings information that can be directly used by customers from the original ratings information.
Ratings, ratings share, watching time and other indicators. Because observation is continuous, it is necessary.
Maintain the survey samples to maintain the continuous cooperation and representativeness of the survey samples. These operations
Processes and methods must follow the principles of scientificity, standardization and rigor, and cannot be fooled.
Can't make do with it, otherwise the ratings products produced can only be fake and shoddy products, not
Be accepted by the market. Specific to Hong Kong, the ratings survey company will conduct a comprehensive survey in the third quarter of each year.
A large-scale "TV population survey" in Hong Kong has determined the proportional distribution of Hong Kong's population pattern and made it
It is the basis of family sampling in the next year. If it is found that the sampling basis of households is biased, it needs to be in ten
If it is revised within a week, it is necessary to pay close attention to the changes in the form and make adjustments. The investigation company needs to report to Youdian.
A committee composed of TVB, 4A advertisers and the government film and television office is responsible for holding regular meetings and discussions to
Ensure the accuracy of the investigation.
When investigating ratings, the unprocessed data is more complicated and should be expressed in a concise and intuitive way. Therefore, ratings are generally expressed by points, and each point represents a certain number of people, which will change year by year with the growth of Hong Kong's population. For example, 1997 has about 58,500 people per point, 1998 has 60,000 people per point, and 1999 has 62,000 people per point. In 2000, it was about 64,030 people per point, and it has increased to 65/kloc-0,800 people in 2002.
Every year, there is a ratings ranking of TVB prime-time TV series. This list is different from the general list. It not only ranks the good scores, but also adds them to the score list regardless of whether the scores are good or bad. At the end of the list is the worst-watched drama of the year. The prime time here is not the prime time we generally think, but the prime time of media research, that is, the TV program time from 19: 00 to 23: 00.
Attached:
Brief introduction of two authoritative TV drama ratings survey institutions in China and AC Nielsen and CCTV- sophomore.
AC Nielsen: an internationally renowned information service provider, the world's largest market research company, mainly mentioned
For retail research, special research and media research, including scoring system.
Planning is an important service content. Is a pioneer in media research in China and the entire Asia-Pacific region, adopting
Advanced electronic personal viewing recorder provides TV viewing data for newspaper and magazine readers.
Survey and advertising cost monitoring have become common indicators in the media and advertising industry. AC Neil
Sen 1992 started its business in Chinese mainland. Nielsen Media Research currently provides TV viewing research services in 1 1 major cities across the country. In 2003, Nielsen Media Research announced that its ratings would be extended to more than 70 other cities and 65,438+08 provinces, and its research coverage was equivalent to more than 75% of the national advertising market. It has a high authority in the industry.
CCTV- Sophomore: The full name is CCTV- Sophomore Media Research Co., Ltd., which is a CCTV market research institution.
Research institutions and the world's leading market research group TN sophomore cooperation company, mainly needles.
Study the professional TV viewing market and provide TV viewing survey services.
In the TV ratings market, CCTV- Sophomore and AC Nielsen account for about 95%.
Well, ratings statistics are authoritative.