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Home→The Westburn Dictionary of Marketing→T→TV ratings

TV ratings

Definition:
A measure of COVERAGE. One TVR represents 1 per cent of a specified total potential television audience, also called a 'universe'. The rating of a particular COMMERCIAL is calculated from the BROAD-CASTERS AUDIENCE RESEARCH BOARD (BARB) data. TVR figures can be specified in terms of homes, housewives, children and various other population subgroups. If a commercial on Thames Television is rated at 40 housewife TVRS, its estimated coverage is 40 times 1 per cent of 4,291,000 housewives in ITV HOMES in the London area: that is, 1,716,400 potential IMPACTS on the required audience. To be more realistic, REACH should be substituted for 'universe' in the equation. Thus: coverage equals TVRs multiplied by universe (or reach), divided by one hundred.

Cross-References:
[reach] [impact] [coverage] [Broadcasters' Audience Research Board (BARB)] [commercial] [ITV homes]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier],.