This 4th edition of Ratings Analysis
describes and explains the current audience information system that
supports economic exchange in both traditional and evolving electronic
media markets. Responding to the major changes in electronic media
distribution and audience researchin recent years, Ratings Analysis provides
a thoroughly updated presentation of the ratings industry and analysis
processes. It serves as a practical guide for conducting audience
research, offering readers the tools for becoming informed and
discriminating consumers of audience information.
This updated edition covers:
International
markets, reflecting the growth in audience research businesses with the
expansion of advertising into new markets such as China.
Emerging
technologies, reflecting the ever increasing ways to deliver
advertising electronically and through new channels (social media, Hulu)
Illustrates applications of audience research in advertising, programming, financial analysis, and social policy;
Describes
audience research data and summarizes the history of audience
measurement, the research methods most often used, and the kinds of
ratings research products currently available; and
Discusses
the analysis of audience data by offering a framework within which to
understand mass media audiences and by focusing specifically to the
analysis of ratings data.
Appropriate for all readers
needing an in-depth understanding of audience research, including those
working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics and policy makers as well as students of mass media.