9. What is a commercial rating, and how does this measure differ from a program
ID: 348313 • Letter: 9
Question
9. What is a commercial rating, and how does this measure differ from a program rating? Discuss why advertisers and media planners prefer commercial rat- ings rather than program ratings. (LO 11-3) 10. What are the advantages and disadvantages of advertising on radio? Discuss how radio advertising can be used by national versus local advertisers. (LO 11-4) 11. Discuss the way Nielsen measures the listening audience for radio stations. Do you think the rating methods are providing reliable measures of radio audi- ences? (LO 11-6) 12. Discuss how radio stations, as well as advertisers. can deal with the clutter problem on radio and draw attention to their commercials. (LO 11-5)Explanation / Answer
A 1) Commercial Ratings is a type of Nielson rating which provides data about viewership. It is calculated as the average rating or viewership of commercial time within a program. Advertisers and media planners are more concerned about commercial ratings as it gives proper measure of what they are paying for. Commerical ratings are the actual ad viewing measure, as compared to program ratings. Hence advertisers prefer commercial ratings. A program rating measures the viewership of the entire program after the date of airing. It does not adequetly measure the ad viewership. Wheras, commerical ratings are calculated in a way, it gives a right measure of ad views. For example, if a person has watched 10 minutes of ad in a program, and the commerical ad was of 10 minutes, then it will count a 1 average viewer, if a person watched 5 mins of a 10 minute commerical, then it will count as 0.5 viewer for commerical rating.
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