CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon (terms and definitions associated with Set-Top Box data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column which offers a common language for Set-Top Box nomenclature that can expedite the roll-out of the data for its many industry applications.
For the past three weeks we have explored common usage terms for advertising and audience measurements. This week we continue with this line of discussion with a review of all common ratings terms and their definitions.
It should be noted though that while the general definitions of the ratings are similar across marketplaces, the methodology and mechanisms behind the calculation of the ratings are different and often involve proprietary edit rules and algorithms. The issues of standardization and methodology acceptance continue to be hot topics in the media industry.
See also: Household Rating
CIMM DEFINITION : The percentage of a sample or population or a census that is tuned to a program, or during a time period or an ad or any piece of content out of the entire population or census. Types of ratings include household, Set-Top Box, program, dynamic viewer segment etc., as well as types of viewing whether "live," linear or playback.
2 : The audience tuned to a channel program or spot in a given time frame divided by the selected universe. This is not reach based. (Source: Kantar Media Audiences)
3 : Rating defined as the average second viewed. It is calculated as the total viewed seconds divided by the duration of the specified period times multiplied by the In-Tab. Can be calculated by delay of viewing (live, near live, same day, within three days, within seven days) (Source: TIVO)
NOTE - Standardization - What is "live" viewing? Nielsen uses twenty-five seconds of viewing while TIVO counts viewing within 5 seconds of the originating time.
NOTE - In order to gauge viewership, the boxes are "pulled" at a certain point in time. The channel that the box is turned to at that moment is the channel that gets credit for the viewership. Box pulls might be regarded as ratings (in the case of a partial footprint), delivery or perhaps a new metric?
See also: Rating
CIMM DEFINITION : The percentage of homes or Set-Top Boxes tuned into a program, daypart, time period for a certain length of time out of all homes or Set-Top Boxes in their respective universes whether in use at the time or not.
2 : The percentage of Households within a sample or population or a census that is watching a program, or during a time period or an ad or any piece of content out of the measured population or census. (Source: Nielsen)
See also: Rating
CIMM DEFINITION : The percent of viewers or homes who viewed a program in a certain time period for a certain length of time out of the entire universe of homes or viewers.
2 : The average number of units that viewed the program in which the spot aired expressed as a percent of the designated universe. (Source: Kantar Media Audiences)
3 : Program rating defines the average per-second audience for the specified program. Rating is calculated as the total tuned seconds divided by the total possible tuned seconds for the content and time period specified. (Source: TRA)
4 : TIVO reports Average Program - Second level Ratings for all programs on 112 networks. Program ratings defined as the average program second. Rating is calculated as the total viewed seconds divided by the duration of the specified period times multiplied by the in-tab. (Source: TIVO)
Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.