Final answer:
The Nielsen Television Index uses a 'people meter' to estimate television audiences, which is critical for broadcasters and advertisers in making strategic decisions. Harris Interactive supports Nielsen by providing additional data to predict trends. The ratings are a key part of scientific market research, enabling targeted advertising.
Step-by-step explanation:
The electronic device used by the Nielsen Television Index to provide weekly estimates of networks and major cable viewing audiences on a national level is called a people meter. This tool is integral to collecting accurate viewership data which in turn assists television stations in determining the popularity of shows and setting advertising rates based on audience size. Harris Interactive, a subsidiary of Nielsen, enhances these methods through additional polling data and interviews to better predict future trends.
With the substantial volume of television watched in the U.S., companies find television an irresistible platform to promote their goods and services. The sophisticated data gathered through these viewership measurements allow advertisers to effectively target their ads to the right demographic, whether viewers are enjoying cartoons or cooking shows.
The Nielsen ratings are considered to be a form of scientific market research, which contrasts with less scientific polls conducted by specific television programs. These ratings play a crucial role in the strategic decisions made by broadcasters and advertisers alike.