Tel T343 1st Edition Lecture 11 Outline of Current Lecture I NTI Pocketpiece II Galaxy Navigator overnights III NSI IV Qualitative Analysis Current Lecture I NTI Pocketpiece a In use by 9000 households b Household and person audience estimates for all sponsored broadcast network programs i Figures out who watched what on a national basis ii Gives you sponsored broadcast network programming doesn t report on things that don t have advertisements tied to it c Premier to dt and Quarter to dt program averages i You can get data that reports how the show is doing from first quarter to now or data how the show has done since it premiered ii This is beneficial because it can show that the show is building an audience d VCR TiVo contribution by program i Anything that has a people meter connected to it has live data and ofr people who time shift it get live 24 or C3 three days post live broadcast These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute ii The problem with time shifting is that people can fast forward through the advertisements and prospects won t like this e Being used at the national level i National account executives ii People selling for NBC etc II Galaxy Navigator overnights a 56 largest markets using meters i Stations get overnights in the top markets 1 Used on a local basis b Overnight rating share and HUT estimations i Gives you more rapid data on a local level NTI shows how your show did across the country which may not be relevant to a local Indy show ii The problem with overnight data is there is no demographic just at the household level c Broadcast and major cable nets d Identify strong performing time periods and programs III NSI a Sweeps 4x a year in 210 markets i Even in the smallest areas ii Done in February May July November iii However people are willing to pay more money for month to month data than only four times a year b Otherwise known as Viewers in Profile c Used by people selling in Indianapolis or local levels i Both agency and direct means IV Qualitative Analysis a In the industry even qualitative is quantitative b To Nielson qualitative research is simply a way to put numbers to things other than what you re watching or listening to c Example What drug store you go to do you read the daily newspaper type of car you drive etc 16 of viewers who watch Wish TV shop at Kmart i Presented quantitatively