In audience measurement, the percentage of the audience viewing a particular program is known as the

In audience measurement, the percentage of the audience viewing a particular program is known as the

• A. Rating
• B. Share of audience
• C. Viewership
• D. Audience reach

Answer: (B)

This question tests how audience measurement terms are defined and used. The percentage of the audience viewing a particular program is the share of audience. It represents the portion of people who are watching TV at that moment who are tuned to that program. Think of it this way: if 1,000 people are watching TV in a market right now and 260 of them are watching the program, the share is 260 divided by 1,000, or 26%. This shows how the program performs relative to all current TV viewing, not relative to the entire population. By contrast, a rating would compare the program to the total population (or total TV households) regardless of who is actually watching at that moment, giving a broader, population-based measure. Viewership is the raw number of viewers, not a percentage. Reach measures how many unique people are exposed to the program over a period, also not a single-time percentage. So the percentage of the audience viewing the program is known as the share of audience.

This question tests how audience measurement terms are defined and used. The percentage of the audience viewing a particular program is the share of audience. It represents the portion of people who are watching TV at that moment who are tuned to that program.

Think of it this way: if 1,000 people are watching TV in a market right now and 260 of them are watching the program, the share is 260 divided by 1,000, or 26%. This shows how the program performs relative to all current TV viewing, not relative to the entire population.

By contrast, a rating would compare the program to the total population (or total TV households) regardless of who is actually watching at that moment, giving a broader, population-based measure. Viewership is the raw number of viewers, not a percentage. Reach measures how many unique people are exposed to the program over a period, also not a single-time percentage.

So the percentage of the audience viewing the program is known as the share of audience.