Rating

In media, the term 'Rating,' can be utilized a couple of different ways:

• Rating can be used to describe the percentage of a universe (e.g. Total U.S. Households with TVs) or percentage of a demographic (e.g. males 18-49) that is exposed, or can be exposed, at least once to an advertising schedule in one or more media vehicles over a specific period of time. For example, a 1.0 rating could mean that 1% of the Total U.S. Households with TVs can be exposed or has been exposed to a particular advertising message, or that 1% of men 18-49 can be exposed or has been exposed to a particular advertising message. If a demographic is not specified (e.g. men 18-49) then the Rating typically refers to TV households.
• Rating can also describe the percentage of a universe (e.g. Total U.S. Households with TVs) or percentage of a demographic (e.g. women 18-34) that tunes into a particular TV or radio show.  For example, a 4.0 rating for Sunday Dateline NBC means that 4% of Total U.S. Households with TVs tuned into Sunday Dateline NBC. A 1.5 rating for women 18-34 against Sunday Dateline NBC means that 1.5% of women 18-34 tuned into Sunday Dateline NBC. If a demographic is not specified (e.g. women 18-34) then the Rating typically refers to percentage of Total U.S. Households with TVs.

Keep in mind that in both of the above instances, the universe of Total TV Households with TVs refers to all TV households, whether or not their sets are turned on.

The term 'Rating' most often is used in reference to television, cable or radio.<!-- google_ad_section_end -->

Remember---Ratings are expressed in points, with each point equivalent to 1%. For example a 2.0 Rating refers to 2% of the universe or demographic.

The terms are used in different contexts but Rating and Reach both represent the percentage of a specific audience or universe actually reached but Rating is expressed as a number, and Reach is typically expressed as a percentage.

How to Calculate Rating:

Divide the number of people or audience reached (i.e who actually viewed/heard or have the potential to view/hear a particular ad, or who actually viewed/heard a particular show) by the total number of the audience or universe.

For example, a popular TV show reaches 5,000,000 households.  Let's say that the total number (universe) of TV households is 250,000,000. 5,000,000 divided by 250,000,000 = a 2.0 Rating.

See also: Share

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