The two software products currently being offered by Audience Analytics are the Audience Analysis System, and the intranet Audience Reporter.

Audience Analysis System™ This system operates in Microsoft Windows 95 or Windows NT, and includes numerous techniques (with patents pending) for:

• Optimizing promotional and advertising schedules.
• Analyzing program trends, such as program loyalty, program retention and defection, and program experience.
• Program competitive analysis, including lead-in retention, defection and loyalty, in-program retention, defection, loyalty, switching share, tune-in share, etc.
• Audience and sample analysis, including audience demographic distribution, ratings contribution and index, and sample contribution.
• Standard program and schedule analysis tools, including reach, frequency, cums, program analysis reporting, program cross tabulation, promotion schedule cross tabulation, etc.

All of the analysis and graphics presented in these news and analysis articles were created using this system. The various types of analysis require only a few seconds of user interaction to define, and 1-2 seconds to run.

Use of the system does not require sophisticated knowledge of computers or data. Rather, the system is designed for ease of use. What is assumed is an understanding of television programming and advertising, and an interest in investigating viewing patterns for the purpose of forecasting trends, and evaluating the potential of alternative advertising, programming, and scheduling decisions. Audience Reporter™ This system provides convenient and rapid access to broadcast and cable ratings, share, projections, episode titles, etc. in the company intranet. It includes daily and weekly trends and historicals.

The intranet Audience Reporter uses the same database that the Audience Analysis System uses.

Database The system includes a database that resides on a standard MS Windows PC or on a shared server, and includes the following data beginning with Sept. 1993:

• Nielsen Broadcast person-by-person
• Nielsen Cable person-by-person
• Broadcast ratings, share, and projections
• Cable ratings, share, and projections
• Television person-by-person usage
• CMR advertising history by company and brand
• CMR unit pricing

The system has been in use for two years, and the number of active users continues to grow. The intranet version of the system will be available soon, and will provide access to the analysis for a much broader group of users.