July 25, 2012

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?

NOTE – “If you don’t have an element of time, you don’t have rating. Ratings are much more about time than they are about the population. There has to be some element of ‘average quarter hour’ or ‘average minute’ or similar, or it’s not a rating.” (Source: Glenn Enoch, ESPN,)