Deck 10: Audience Measurement: Whos Listening, Whos Watching, Whos Surfing

Question 1

Level of audience activity is more important than audience size in gauging a successful mobile or social media ad campaign.

Answer 1

True

Question 2

Cume ratings represent duplicated listeners.

Answer 2

False

Question 3

The first radio ratings system used a telephone recall system.

Answer 3

True

Question 4

Psychographics define users based on their use of and attitudes toward technology.

Question 5

Nielsen's market designation scheme is known as MDI, or Market of Dominant Influence.

Question 6

Nielsen uses metering devices in a sample of 20,000 television households.

Question 7

In terms of ratings markets, MSAs are larger than TSAs.

Question 8

Diary responses can be inaccurate, but ratings based on metering devices overcome those problems.

Question 9

Barring an unlikely event, shares are always larger than ratings.

Question 10

AQH is a measure of qualitative audience response to actors and programs.

Question 11

Cable network audience estimates include viewers who see the network via cable and viewers who see the network via satellite, so they usually have to be separated.

Question 12

Television program testing is used to gauge audience reactions to plot, characters, and other program elements.

Question 13

Ratings explain why viewers and listeners prefer certain programs over others.

Question 14

Out- of- home television use is recorded by Nielsen's set top meter.

Question 15

A fixed buy is wWhen an advertiser specifies what time its commercials should run., that is known as a fixed buy.

Question 16

A.C.Nielsen's audimeter was first used to measure which audience?

A)television station viewers in the late 1940s
B)radio station listeners in the 1930s
C)prime time TV viewers starting in 1960
D)both radio and TV audiences starting in the early 1950s

Question 17

Cost Per Impression (CPI) is most closely related to__:
-------------------------------

A)CPM
B)GRP
C)CTR
D)CPT

Question 18

What does DMA stands for?

A)Dominant Media Area
B)Digital Marketing Association
C)Designated Market Area
D)none of the above

Question 19

Which type of audience testing is being done when viewers' heart rate, eye movement, and skin temperature is measured?

A)GRP testing
B)TVQ testing
C)physiological testing
D)psychographical testing

Question 20

In a town with 100,000 TVHH (television households), program A is seen in 10,000 homes.What is the rating for program A?

A)1
B)10
C)10,000
D)100,000

Question 21

During ______ (November, February, May, July), Nielsen sends diaries to sample homes around the country.

A)meter supplementals
B)widespread ratings periods (WSRPs)
C)sweeps periods
D)none of the above

Question 22

Which of the following are audience measurement challenges faced by Web sites and online advertisers?

A)different ways of counting web site visitors
B)different ways of counting click-throughs
C)different ways of calculating cost per click
D)all of the above

Question 23

Because radio station ratings are generally lower than TV station ratings, radio measures audience in terms of:

A)shares
B)diary households
C)average quarter hour
D)none of the above

Question 24

Which of the following is true?

A)The Nielsen Television Index provides metered audience estimates for all national broadcast television programs.
B)The Nielsen Television Index provides metered audience estimates for all nationally syndicated television programs.
C)The Nielsen Station Index provides local market audience estimates through diaries and meters.
D)all of the above

Question 25

Which type of measurement assesses viewers' feelings about programs and performers?

A)concept testing
B)Q Scores
C)AQH
D)PPM

Question 26

Which of the following technologies is being developed to track consumers' exposure to out-of-home advertising?

A)global positioning system
B)I-Q
C)wi-fi-X
D)all of the above

Question 27

If a spot advertisement costs $100.00 and reaches 1000 people, what is its CPM?

A)$1.00
B)$10.00
C)$100.00
D)$1,000.00

Question 28

If the average rating (reach) of an ad is 2, and the frequency is 10, what is the GRP?

A)5
B)10
C)20
D)200

Question 29

Which of the following is NOT a television daypart?

A)early morning
B)afternoon/daytime
C)afternoon drive
D)overnight

Question 30

When Ford pays for half of a local car dealer's advertising, it is known as:

A)fixed-cost advertising
B)run-of-schedule advertising
C)barter
D)cooperative advertising

Question 31

Which is the proper term for when a local station trades airtime in exchange for goods or services?

A)fixed-cost advertising
B)run-of-schedule advertising
C)barter
D)cooperative advertising

Question 32

Which is the proper term for when an advertiser receives a discount by letting the station decide when to air the commercials?

A)fixed-cost advertising
B)run-of-schedule advertising
C)barter
D)cooperative advertising

Question 33

Which of the following measurements are used to set online advertising rates?

A)hits, cost-per-click, CPT
B)hits, cookies, click-throughs
C)cookies, push technologies, caching
D)click-through rates, caching, CPT

Question 34

Which term best describes Nielsen's PPM?

A)personalized portable metric
B)portable people meter
C)personal portable meter
D)point-of-use personal meter

Question 35

Ad exchanges are most common for which medium?

A)radio
B)television
C)cable
D)Internet