Telestatistics. As well as for what the television rating is defined?
the Rating - the most valuable indicator for television as characterizes a concrete number of people, choosing this or that teleproject from the total number of the population. For any employee of television the rating is a virtual assessment of work him and his colleagues.
There is a special service - “TNS of Media“ which works in the cities with the population more than 100 thousand people. Principle of its activity such: approximately in 3500 families (where about 8000 people have the panel from the TV) the service fixes their movement on channels with a clearness to one minute. That is, if the person stopped on a certain TV channel more than for 60 seconds, it is fixed. From the cities with the population over 100 thousand data come to special computer system, are processed and transferred to Moscow, to the Center. Therefore in the morning any subscriber to the TNS of Media system receives listings of so-called ratings. What was watched by people on what TV channels and in what time what minutes they changed the channel and on what.
At calculation there is a number of restrictions. They are connected with the fact that only 47% of the population of the country live in the cities where measurement is taken. It is time. In - the second, the service cannot fix: the person watches the turned-on TV or not. Because today in two cases from three the TV is turned on and when nobody watches it. That is, it became necessity - the person turns on the TV right after light. Besides often people on a habit include “Channel One“, and then go to cook soup or to swear at the spouse, or to be engaged with the child, or to be engaged (sex) with the spouse, or to stir by phone, meanwhile “Channel One“ works, the service fixes. The rating of the channel, its advertizing grows.
Data of “TNS of Media“ are the basis to calculate shares and, actually, a rating. The rating is the number of the people watching the specific program from the number of residents of Russia is more senior than four years. And the share is the number of people who watched this channel from all looking at this time. That is, for example, at one o`clock in the morning the share of specific TV program can make 50% of all TVs which are turned on at the moment, but a rating at it small because people sleep at this time, and the number of the viewers watching the program - small. Or, for example, in a prime - a time (“gold“ time from 20 to 22 o`clock) when people are awake and watch television, the share can be less than 15 percent, and a rating high because the number of the people watching at this time TV was more. Conclusion: the share exists for prestige, and a rating - for distribution of advertizing money.
Statistically, each Russian is more senior 4 - x years spends 4 hours a day for viewing of the TV. Nearly 1500 hours a year. TV is watched every day, and in days off and holidays it is more, than on weekday (in difference of time spent at work). Thus, at the enterprises today on average Russians are borrowed 1700 hours a year, and from the TV - 1500 hours a year. But 68 - 69 million people work at the enterprises at us, and TV is watched by about 130 million (which are working and not working). Therefore, the audience is almost twice more. Therefore Russians is rather TV viewers, than the workers occupied in a national economy. At least, it is comparable. Besides, within statistics. Watching in this case is understood as turned on TV.
For what there are ratings? The viewer considers that ratings define popularity of the program (that in general is true) and for this purpose and are necessary (that is not really true). The matter is that any channel lives at the expense of Her Majesty Reklamy, so hated by the Viewer (and we perfectly understand it!) . Capacity of the advertizing market on TV - nearly 5 billion dollars a year. Huge money! This money spends channels for production, purchase of patents, satellite communication which will provide broadcasting. And so, ratings exist more or less objectively to distribute this money. How to divide them?
- Why to you, mister Ernst, such big piece from advertizing pie, and to us (for example, to TNT channel) this small?
- But because rating measurements show that my audience …
Unlike cinema where at least there is an alternative system of the international film festivals, in television of any indicators alternative to financial, no. Therefore a rating - unique, only, main criterion and a way of distribution of money.
Why so? Television - not that Wednesday where useful programs can be demanded. Understanding that the training television is possible came, you want it or not, only on highly specialized paid channels. If all - you want to remain in a mainstream and to earn money, you have to sell the most quick-selling goods. These are emotions and entertainments. The viewer can see in it a certain insincerity and disrespect for it. But you should not forget that the TV is only a usual household appliance, same as the refrigerator or the washing machine. And it is necessary to treat him respectively.