Audience Ratings: Radio, Television, and Cable

By Hugh Malcolm Beville Jr. | Go to book overview

Appendix A Ratings Basics: Terms, Calculations, and Relationships

This appendix is provided for those who are unfamiliar with basic ratings terminology and arithmetic. Remember that ratings come from sample surveys and that all ratings are estimates.


1. WHAT ARE RATINGS?

Expressed in Television Terms:1

1. A rating is the estimated percent of all television households, or of all people within a demographic group, in the survey area sample who view a specific program or station.

2. HUT (Households Using Television) is the percent of all television households in the area surveyed with one or more sets in use. It is the sum of all program ratings for each time period.2

3. Share is the percent of Households Using Television (HUT) tuned to a particular program or station for a specific time period.

____________________
1
TV examples are used for simplicity. Radio ratings' nomenclature and definitions are similar except that they are based on measurement of people listening--the household base is not employed in radio except for sampling purposes.
2
This assumes a household is viewing only one program. Where two or more programs are viewed simultaneously on multiple sets, the sum of ratings will exceed HUT because the household is only tallied once. In such cases, the sum of shares for the period exceeds 100 percent.

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