Summary

Footage Information

CONUS Archive
380932
TELEVISION RATINGS (1983)
TWIN CITIES, MINNESOTA
PKG
1/5/1983
1:10:50
2:24
(FOR AN ADDITIONAL FEE, THE REPORTER DENNIS BOUNDS IS LICENSABLE) (LICENSEE RESPONSIBLE FOR CLEARANCE OF ANY PROGRAMMING SEEN ON TV) (TV SHOWS ARE NOT LICENSABLE) NIGHT VIDEO: ZOOM INTO WINDOW OF HOME SHOWING TELEVISION IN LIVING ROOM, TV, FAMILY WATCHING TELEVISION, FATHER AND SON SITTING ON COUCH WATCHING TV, WOMAN COOKING IN KITCHEN WITH TV ON, TELEVISION ON COUNTER, CU BOY WATCHING TV, FAMILY WATCHING TV, CU TELEVISION, NIELSEN RATINGS BOOKS, SOT, NIGHT AERIAL OF DOWNTOWN MINNEAPOLIS SKYLINE, NIELSEN RATINGS LOG BOOK, DIARY, SOT, ANTENNA ON ROOF OF HOUSE, TV PROGRAMMING (NOT LICENSABLE), NIELSEN RATING BOOK, SOT, TELEVISION CU, TV AD ON SCREEN, TV SHOWS (NOT LICENSABLE), SOT
LEAD: SCRIPT: (SUGGESTED TRANSCRIPT OF AUDIO) It has been called America's new fireplace America's favorite leisure time activity. But it is the bottom line for local television stations and networks, the more people watching the more stations can charge for commercials. So for six, four week periods in the Twin Cities, the Arbitron and Nielsen companies are measuring which shows are being watched the most. And on that basis, stations set their advertising rates high or low. The salesman programmers and news departments wait with anxious anticipation for the ratings book. Well, it's all important. It's really our Bible. And it's really the one method that we have to compete favorably. Our sales presentations are built around the numbers and whatever we can do with rationale to support those numbers. For every rating period, 2000 phone numbers are randomly selected from the Twin Cities viewing area. Diaries like this one are sent to those households. That so called arbitrage Nielsen families then mark which programs they're watching every 15 minutes. Over half those diaries are filled in and sent to the companies for computation based upon the sampling and if you believe in statistics, it's a very fair way of measuring the marketplace Yes, and should give a pretty good cross section of the viewing activity the marketplace. A rating point is the percentage of total households in the Twin Cities tuned to a particular program, say a show on Channel Five gets a 25 rating. Over 285,000 homes are tuned to channel fives program and commercials. The ratings book also discloses what kind of person is watching, we go beyond just the household number. We look at the the makeup of the audience. If you're selling a beauty product, for instance, how many men are in the household? Here's based on the demographics having the most likely product buyers watching can be better than having the best overall ratings. In the end ratings mean the life or death of TV shows should we the viewing public care about ratings, what they really should care just in the to the extent that if something that they really like on television is getting bad ratings, it's going to disappear. There are too many other forms of entertainment where you can say that that's going to happen TAG: MNH
Not everything listed in the CONUS Archive is necessarily licensable. Reporter sound/image is not licensable

Keywords

MINNEAPOLIS
ST. PAUL
}