Which measurement identifies the composition of viewers by age, gender, race, etc?

Which measurement identifies the composition of viewers by age, gender, race, etc?

• A. Ratings
• B. Shares
• C. Demographics
• D. Focus Groups

Answer: (C)

Knowing who is watching in terms of age, gender, race, and other traits is demographics. Demographics describe the audience’s makeup and characteristics, which helps producers and advertisers understand who their content reaches and how to target them. Ratings measure how many people are watching a program, typically expressed as a percentage of all households or people, so it reflects audience size rather than who they are. Shares indicate the proportion of using-the-TV-at-that-moment households that are tuned to the program, again focusing on quantity rather than audience makeup. Focus groups are qualitative sessions used to gather opinions and feelings about content, not to quantify the audience’s demographic makeup.

Knowing who is watching in terms of age, gender, race, and other traits is demographics. Demographics describe the audience’s makeup and characteristics, which helps producers and advertisers understand who their content reaches and how to target them. Ratings measure how many people are watching a program, typically expressed as a percentage of all households or people, so it reflects audience size rather than who they are. Shares indicate the proportion of using-the-TV-at-that-moment households that are tuned to the program, again focusing on quantity rather than audience makeup. Focus groups are qualitative sessions used to gather opinions and feelings about content, not to quantify the audience’s demographic makeup.