CTVA 475 FINAL EXAM UPDATED ACTUAL QUESTIONS AND CORRECT
ANSWERS
Arbitron primarily a local market radio audience research company. The company
previously measured local television audiences but stopped producing local
television ratings in 1993. Their last television-rating book was published for the
November 1993 survey.
Audience flow (retention) Audience flow refers to the overall analysis of where a specific program's
audience originates from and/or goes to after the program.
o Audit bureau of circulation (ABC) Collects newspaper and magazine circulation information based on industry
supplied circulation data.
o Average (don't screw up rounding) the average of a series of numbers is calculating by adding all numbers in the
series and then dividing by the total number of items in the series. Zero values
must be included in the calculation.
o Average minute rating Nielsen method for calculating average ratings in their national or NTI sample. The
ratings for each minute the program is on are averaged to calculate the program
average rating.
o Average quarter-hour ratings Nielsen method for calculating average ratings in their local or NSI samples. See
five-minute rule definition.
o Competitive media reporting (CMR) Company specializing in providing competitive television spending levels for all
television advertisers in selected local markets. Newspaper and radio advertising
expenditure data are also available.
o Content research provides a side-by-side comparison of the format of your newscast versus your
primary competition.
, o Copyright You must ensure that you have obtained the proper rights to use all information
contained in your presentations. This includes Nielsen audience research data,
press quotes, and photographs.
o Cost-per-point (CPP) Illustrates the relative cost of a program versus the rating delivered. Cost-Per-
Point of a schedule is calculated by dividing the total cost of the schedule by the
Gross Rating Points (GRP's).
o Cost-per-thousand (CPM) Illustrates the relative cost of a program versus the audience delivered. Cost-Per-
Thousand of a schedule is calculated by dividing the total cost of the schedule by
the total impressions in thousands (000). CPM facilitates cross market and cross
media comparisons.
o County The basic geographic building block used in the creation of the Nielsen
Designated Market Area's (DMAs). Nielsen does make some exceptions utilizing
their "split county" rule.
o Designated market area (DMA) The area most frequently used by local television stations. The DMA is a Nielsen
derived area consisting of a county grouping based on historical television
viewing patterns. Every county in the United States is assigned to only one
Nielsen DMA based on the preponderance of television viewing in that county.
o Dial research Participants use an electronic dial to indicate the level of like or dislike of a
program they are watching. Usually conducted in a focus group environment.
o Diaries Nielsen's and Arbitron's primary method for collect television viewing and radio
listening, respectively, from smaller markets. While more advanced methods are
available, diaries still provide a cost-effective way to capture television viewing
and radio listening.
o Digital video recorder (DVR) More commonly known as a "TiVo". DVRs allow a viewer to record one or perhaps
two programs while watching another program. DVRs typically continue to record
an entire season of a selected program allowing the viewer to watch their favorite
programs whenever they have the time. These "TiVo"-type devices facilitate what is
known as time-shifted viewing.
o Discrete demographic cell Age and sex demographic building blocks. These discrete age and sex
demographic cells do not overlap and are the basis from which Nielsen builds the
major demographics like adults 18-49.
o Estimates Sales rating estimates generally start out as rating projections but are then
enhanced to reflect the current upward rating trend or increased to meet sales
management's expectations.
o Five minute rule refers to the minimum amount of time a meter household must view a given
station within a quarter-hour in Nielsen's local markets to receive rating credit. The
five-minutes of viewing does not have to be contiguous. Any five minutes viewed
within the quarter-hour.
ANSWERS
Arbitron primarily a local market radio audience research company. The company
previously measured local television audiences but stopped producing local
television ratings in 1993. Their last television-rating book was published for the
November 1993 survey.
Audience flow (retention) Audience flow refers to the overall analysis of where a specific program's
audience originates from and/or goes to after the program.
o Audit bureau of circulation (ABC) Collects newspaper and magazine circulation information based on industry
supplied circulation data.
o Average (don't screw up rounding) the average of a series of numbers is calculating by adding all numbers in the
series and then dividing by the total number of items in the series. Zero values
must be included in the calculation.
o Average minute rating Nielsen method for calculating average ratings in their national or NTI sample. The
ratings for each minute the program is on are averaged to calculate the program
average rating.
o Average quarter-hour ratings Nielsen method for calculating average ratings in their local or NSI samples. See
five-minute rule definition.
o Competitive media reporting (CMR) Company specializing in providing competitive television spending levels for all
television advertisers in selected local markets. Newspaper and radio advertising
expenditure data are also available.
o Content research provides a side-by-side comparison of the format of your newscast versus your
primary competition.
, o Copyright You must ensure that you have obtained the proper rights to use all information
contained in your presentations. This includes Nielsen audience research data,
press quotes, and photographs.
o Cost-per-point (CPP) Illustrates the relative cost of a program versus the rating delivered. Cost-Per-
Point of a schedule is calculated by dividing the total cost of the schedule by the
Gross Rating Points (GRP's).
o Cost-per-thousand (CPM) Illustrates the relative cost of a program versus the audience delivered. Cost-Per-
Thousand of a schedule is calculated by dividing the total cost of the schedule by
the total impressions in thousands (000). CPM facilitates cross market and cross
media comparisons.
o County The basic geographic building block used in the creation of the Nielsen
Designated Market Area's (DMAs). Nielsen does make some exceptions utilizing
their "split county" rule.
o Designated market area (DMA) The area most frequently used by local television stations. The DMA is a Nielsen
derived area consisting of a county grouping based on historical television
viewing patterns. Every county in the United States is assigned to only one
Nielsen DMA based on the preponderance of television viewing in that county.
o Dial research Participants use an electronic dial to indicate the level of like or dislike of a
program they are watching. Usually conducted in a focus group environment.
o Diaries Nielsen's and Arbitron's primary method for collect television viewing and radio
listening, respectively, from smaller markets. While more advanced methods are
available, diaries still provide a cost-effective way to capture television viewing
and radio listening.
o Digital video recorder (DVR) More commonly known as a "TiVo". DVRs allow a viewer to record one or perhaps
two programs while watching another program. DVRs typically continue to record
an entire season of a selected program allowing the viewer to watch their favorite
programs whenever they have the time. These "TiVo"-type devices facilitate what is
known as time-shifted viewing.
o Discrete demographic cell Age and sex demographic building blocks. These discrete age and sex
demographic cells do not overlap and are the basis from which Nielsen builds the
major demographics like adults 18-49.
o Estimates Sales rating estimates generally start out as rating projections but are then
enhanced to reflect the current upward rating trend or increased to meet sales
management's expectations.
o Five minute rule refers to the minimum amount of time a meter household must view a given
station within a quarter-hour in Nielsen's local markets to receive rating credit. The
five-minutes of viewing does not have to be contiguous. Any five minutes viewed
within the quarter-hour.
