Audience Analytics

For Television Programming and Advertising Professionals

Glossary
·	Audience Data
·	Audience Distribution
·	Audience Flow
·	Audience Sample
	·	Sample Analysis
	·	Sample Details
	·	Drill down
	·	Unified Sample
·	Audience Tracking
·	Co-viewing
·	Demographic Group
·	Exposure Group
·	Impressions
·	Influence Index
·	Optimization
	·	Integrated
	·	Transparent
	·	Spot Optimization
	·	Steps
·	Program Environment
·	Program Trends
	·	Defection
	·	Experience
	·	Program Loyalty
	·	Retention
·	Quad Analysis
·	Reach
	·	Effective Reach
	·	Incremental Reach
	·	Network Reach
	·	Incremental Net Reach
·	Recall
·	Recency Theory
·	Response Index
·	Roadblock
·	Valuation
	·	Audience Valuation
	·	Efficiency Plot
	·	Exposure Valuation
	·	Audience Efficiency
·	Viewing Quintile

Co-Viewing

Co-viewing analysis indicates the proportion of people in one demographic group viewing a selected television program who viewed the program with members of another demographic group.

For example, suppose we are interested in the family friendliness of programming for some night of the week. We want to know what percentage of the homes with children 12-17 watching each program also had adults 35-49 with them.

The following table indicates that 79% of the teens watching Movie #2 on Network C were doing so with an adult. At the bottom of the list, only 28.9% of the teens watching Drama #6 on Network B also had adults watching with them.

Youth Viewing With Adults

Program Name Qtr Hour Network Unified
CoView
% HHs
M/F 12-17
viewing
with
M/F 35-49 Unified
CoView
% Viewers
M/F 12-17
viewing
with
M/F 35-49

Movie #2 9:00 PM NetC 77.1 79.0

Movie #2 9:00 PM NetB 43.0 47.1

News #13 9:00 PM NetA 51.0 51.0

News #11 8:00 PM NetC 67.5 69.5

Drama #6 8:00 PM NetB 28.0 28.9

Of course, we can turn the question around and ask what percentage homes with adults watching also had children with them:

Adults Viewing With Youth

Program Name Qtr Hour Network Unified
CoView
% HHs
M/F 35-49
viewing
with
M/F 12-17 Unified
CoView
% Viewers
M/F 35-49
viewing
with
M/F 12-17

Movie #2 9:00 PM NetC 14.2 15.2

Movie #2 9:00 PM NetB 22.0 22.8

News #13 9:00 PM NetA 17.0 24.7

News #11 8:00 PM NetC 16.1 16.1

Drama #6 8:00 PM NetB 24.3 27.9

Using the Audience Analysis System This analysis required about 15 seconds to set up, and 5 seconds to compute.

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