A company like Nielsen could be "watching" you as you watch television. Nielsen ratings are measurement systems of audiences watching television. These systems are created for determining the sizes of audiences and the composition of TV broadcasting. Two things they measure are what are called ratings and shares.
TV shares and ratings help us understand how many people are watching a show or network and when they are watching it.
The main difference between a rating and a share is that a rating looks at how many people who have TVs are tuned into a specific program in the average minute. This means that their television could be on or off. A share on the other hand is a measure of how many people are tuned into a program or station who actually are watching TV at the time. One of the ways ratings are measured is through a system using a meter which are small devices that are attached to TVs in certain homes. These devices are able to transmit information nightly about the viewing habits of that home to Nielsen. It allows them to see the exact moment a viewer changes the channel or turns their TV on.
NBC is the place to be for primetime advertising on Mondays.
As of 2010, there are 115.9 million households with television in the United States. Last night the blind auditions on The Voice, got a rating of 4.5% adults from 18-49 years of age. This number means that 4.5% of adults with televisions were tuned into the voice. Last week this number was 2%. Also on NBC, which is the channel the Voice airs on, there was a share rate of 10%. So 10% of people who were watching TV at a given time were watching NBC. These sort of statistics are highly important to not only the broadcasting companies but to the companies who are advertising on a specific network or television show. In order to know which show they want their ads to appear on, they can access this information that Nielsen provides. So for this week at least, the Voice would have been a decent option for advertisers to get their product across to a large number of viewers.
People are more distracted during TV viewing, due to increasing cellphone usage in all ages.
An important side note that is affecting how one might look at these share and rating statistics is the fact that there is an increasing amount of viewers who are not only watching TV, but are also using their cellphones for engagement simultaneously. People are using their cell phones for anything from keeping themselves engaged during commercials to seeing what other people are saying about the show online. Whether its tweeting or texting, this is becoming an increasing trend, especially in young viewers. 81% of cellphone owners from 18-24 years reported using their cells during a TV program in the past 30 days. It is a trend that will likely mean that the current 52% of adults that are using cellphones during TV watching will probably increase greatly within the coming years. Marketers now need to be aware of this fact, and possibly rethink the way they get someones attention during commercial breaks.
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