Ratings Analysis: Audience Measurement and Analytics
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PART I: THE BUSINESS OF AUDIENCE MEASUREMENT 1 An Introduction to Audience Research 2 Audience Measurement 3 Audience Measurement Methods PART II: AUDIENCE ANALYTICS 4 Understanding Audience Behavior 5 Analysis of Gross Measures 6 Analysis of Cumulative Measures PART III: APPLICATIONS 7 Audience Research in Advertising 8 Audience Research in Programming 9 Audience Research in Financial Analysis 10 Audience Research in Social Policy