4th Edition
Ratings Analysis Audience Measurement and Analytics
344 Pages
by
Routledge
344 Pages
by
Routledge
344 Pages
by
Routledge
Also available as eBook on:
This 4 th 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 research in recent years, Ratings Analysis provides a thoroughly updated presentation of the ratings industry and... Read more
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
Biography
James G. Webster is professor of communication studies at Northwestern University.
Patricia F. Phalen is associate professor of media and public affairs at George Washington University.
Lawrence W. Lichty is professor emeritus of media at Northwestern University
