Oct 24, 2008 5:00 pm US/Pacific
Good Question: How Are Ratings Calculated?
SACRAMENTO (CBS13) ―
This Good Question comes from Chris in Fairfield who asks about TV ratings. In fact, he had several good questions including: What are sweeps?!
Sweeps are when TV stations like to air special reports. We promote or advertise them a lot. It's traditionally a time when we've measured who's watching.
"Sweeps help advertisers choose what ad times to buy and how much to pay. It's an evaluation tool and a time when we try to put our best face forward!" said Bruno Cohen, KOVR/KMAX General Manager.
Chris also wanted to know if he's contributing to ratings when he turns on the TV to watch something. I've even had people ask me if their television was somehow recording what they were watching. But don't worry, there's no big brother here!
"There's nothing in the television you don't know about. And if you're one of the television households that's providing ratings information, it's very clear to you because the Nielsen company puts special equipment in your home that you would see and notice," said Cohen.
Now, this question is timely because in the Sacramento area we've just gotten new equipment called local people meters. They can record more information than ever before.
"People meters are interesting because they not only tell you which homes have their television sets on and what shows they're watching but it tells you who in the household is watching which program so it gives us more information about who in the household is interested in watching," said Cohen.
That kind of information provides the all important demos; that means the age and gender of who's watching that those all important advertisers want to know about.
The demos advertisers like are young viewers they can hook early and people who have money to spend, who tend to be a bit older. We think everyone contributes to ratings though because if they like what they watch they tell their friends -- and when word spreads, ratings go up.
(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)
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