Interpreting the Cable TV Rating Surveys

Article Abstract:

Audience surveys show that although commercial cable networks do carry significant collective weight, they will not challenge the dominance of ABC/NBC/CBS. At least not in the near future. Findings from audience surveys show that cable networks are least effective during weekday primetime daytime hours and the late night time slot. Findings suggest that there is more channel changing in cable households. However, the patterns are erratic. When cable has tried to develop its own formats such as daytime interview shows for women, the results have been disappointing. In order for cable networks to succeed, they need to combine efforts and concentrate on creating smaller amounts of quality programming. This will help them build viewer identity. They can also share the costs of satellite transmissions. Only in this way will cable networks improve their ratings to attract advertisers. This in turn, will give the networks the money to support more and better programming.

Cable television, Surveys

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Magazine Audience Measurements: Isn't It Time for a Review And Appraisal?

Article Abstract:

Small magazines have syndicated services that cannot accurately measure their audience. This makes advertising difficult. Different syndications produce differing readership estimates for the same sample. The issue of conflict is over total audience measurements for the small magazines. Abuses also appear in audience simulation. The simulations can be adjusted to produce desired instead of accurate estimates. Standards must be developed for magazine audience measurement.

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A Matter of Issues

Article Abstract:

There are two groupings of issues facing consumer magazines: buyer and supplier. On the supplier side, rate card cutting should be avoided. Local market segmentation demand by advertisers should be acknowledged by suppliers. Finally, sales efforts should be marketed. Buyer issues include knowledge of Audit Bureau Circulation services, cemented relationships with sales representatives and creation of a working relationship between media planning and creative groups.

Psychological aspects, Consumers

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