Question

Which of the following statements is true about program ratings and share of audience measures?

A. Program ratings are always higher than share of audience.
B. Program rating is synonymous with share of audience.
C. Share of audience is always higher than the program rating unless all of the households in a market have their set in use.
D. Unlike share of audience measures, program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use.
E. Program ratings are always equal to share of audience if less than 40 percent of the households are tuned in.

Answer 1

The correct statement is C, stating that share of audience is always higher than the program rating unless all households have their television sets in use at the time of measurement.

Step-by-step explanation:

When discussing program ratings and share of audience measures, it is essential to understand the distinction between the two concepts. Program ratings are a percentage of all households with television sets, whether the TV is on or not. Share of audience refers to the percentage of households where the television is turned on and tuned into the program. Therefore, the correct statement regarding program ratings and share of audience measures is C. Share of audience is always higher than the program rating unless all the households in a market have their sets in use, where they may equal each other.

Program ratings give us insight into the relative number of households that could potentially watch a show, which is useful for production companies when financing entertainment programming and targeting advertisements to key demographics, such as viewers between eighteen and forty-nine. Whereas the share of audience is vital in identifying the success of the program amongst those actively using their TVs at the time of broadcasting, often considered when reviewing shows and their formats like situation comedies, dramas, and "reality" programming.