This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the major changes in electronic media distribution and audience researchin recent years, Ratings Analysis provides a thoroughly updated presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the tools for becoming informed and discriminating consumers of audience information.
This updated edition covers:
Appropriate for all readers needing an in-depth understanding of audience research, including those working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics and policy makers as well as students of mass media.
PART I: THE BUSINESS OF AUDIENCE MEASUREMENT
1 An Introduction to Audience Research
2 Audience Measurement
3 Audience Measurement Methods
PART II: AUDIENCE ANALYTICS
4 Understanding Audience Behavior
5 Analysis of Gross Measures
6 Analysis of Cumulative Measures
PART III: APPLICATIONS
7 Audience Research in Advertising
8 Audience Research in Programming
9 Audience Research in Financial Analysis
10 Audience Research in Social Policy
The Routledge Communication Series covers the breadth of the communication discipline, from interpersonal communication to public relations, offering textbooks, handbooks, and scholarly reference materials.