Cover image for Ratings analysis : the theory and practice of audience research
Ratings analysis : the theory and practice of audience research
Webster, James G.
Personal Author:
Second edition.
Publication Information:
Mahwah, NJ : Lawrence Erlbaum Associates, 2000.
Physical Description:
x, 282 pages ; 24 cm.
Reading Level:
1230 Lexile.

Format :


Call Number
Material Type
Home Location
Item Holds
HE8700.65 .W42 2000 Adult Non-Fiction Central Closed Stacks

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This second edition of Ratings Analysis provides a practical guide for conducting audience research, offering readers the tools to become savvy, discriminating consumers of the audience information that floods the electronic media --from broadcasting, to cable, to the World Wide Web. Reflecting a highly practical orientation, Ratings Analysis focuses on the types of data media professionals encounter in their day-to-day work. Readers are introduced to the various applications of audience research in advertising, programming, financial analysis, and social policy. The text also covers the growth of the audience measurement business, and how audience ratings information currently is created and packaged, concluding with a discussion of how media audiences take shape and the analytical techniques commonly used to study them.

Key features of the second edition include:
* An overview of the major types of audience research,
* Current examples of the most common audience research reports,
* A complete glossary of audience research terms, and
* A listing of the major suppliers of syndicated audience research.

Appropriate for advanced courses in audience research, media research, and programming, this second edition provides a thorough and up-to-date presentation of the ratings industry and the analysis process.

Table of Contents

Prefacep. ix
Acknowledgmentsp. x
I Applicationsp. xi
1 An Introduction to Audience Researchp. 1
2 Audience Research in Advertisingp. 13
3 Audience Research in Programmingp. 35
4 Audience Research in Financial Analysisp. 51
5 Audience Research in Social Policyp. 69
II Research Datap. 80a
6 The Audience Measurement Businessp. 81
7 Audience Research Methodsp. 99
8 Ratings Research Productsp. 127
III Analytical Techniquesp. 157b
9 Understanding Audience Behaviorp. 158
Related Readingsp. 184
10 Audience Ratings: Analysis of Gross Measuresp. 185
11 Audience Ratings: Analysis of Cumulative Measuresp. 209
Appendix B Glossaryp. 235
Bibliography and Additional Sourcesp. 253
Author Indexp. 265
Subject Indexp. 269