Ratings Analysis: Audience Measurement and Analytics

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