Audience Measures and Formulas: Part I
 

AVERAGE AUDIENCE (RATING %)

The percent of the universe of households or persons viewing a TV program during the average minute.

Rating % =
AA Projection (000)/Universe Estimate (000)

GRP’s (%) / # Spots

HUT (%) x Share (%)

Examples:
Share % x Hut %
4.3 x 61.2% (or .612) = 2.63

Delivery/UE

(2,775,000/105,500,000) x 100 = 2.63

NOTE: You can't add ratings together because they are percentages so do not add M18-49 RTG + W18-49 RTG to get A18-49 RTG.

PROJECTIONS/DELIVERY/IMPRESSIONS

Average Audience Projection (000)
A rating expressed in numeric rather than percent form.

Average Audience Projection (000)=
Rating (%) x Universe (000)

VPVH x HHAA (000)

Impressions (000) / # Spots

Example:
RTG (%) x Universe (000)
2.63 % (or .0263) x 105,500,000 = 2,775,000

NOTE: You cannot add ratings of different denominators together so cannot add M18-49 RTG + W18-49 RTG to get A18-49 RTG.

COVERAGE RATING

Coverage
The percentage of homes or persons receiving a particular broadcast signal within a specific geographic area.

Coverage RTG % =
Coverage AA Projection (000) / Coverage Universe Estimate (000)

HUTS/PUTS

Households Using Television (HUT)
Total viewing to all television.

HUT (%) =
#HH with TV sets on (000) / Total HH Universe (000)

HH RTG % / Share %

Example:
HH RTG % / HH Share %
(2.6/ 4.3) x 100 = 60.5%

#HH with TV sets on (000) / Total HH Universe (000)
(64,596,000 / 105,500,000) x 100 = 61.2%

NOTE: The sum of the average ratings for a give time period may be higher than the HUT because of viewing in multiple-set TV households. If a household is watching two programs, it is counted toward each program rating, but only once towards HUT.

Persons Using Television (PUT)
The percentage of all persons within as given demographic category in the survey area who are viewing television during a specific period of time.

PUT (%) =
# Persons with TV sets on (000) / Total Persons Universe

Demo Rtg % / Demo Share %

SHARE OF AUDIENCE

Share (or Share of Audience)
The percent of households using television (HUT), which are tuned to a specific program at a specified time.

Share (%) =
Rating (%) / HUT %

Example:
Rating (%) / HUT %
{2.6 (or .026) / 61.2 (or .612)} x 100 = 4.2

NOTE: Difference between share and rating is that share is percentage of HUT (Household Using TV) whereas the Rating is percentage of the universe. In essence for share, the TV set must be on whereas for rating the TV set may be on or off…it’s a percentage of the whole TV universe.