Page 231 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 13: Broadcast Media and Media Planning

Television Households Notes

This is a measure of the number of households in a market that own a television set. In India, the
total households are in excess of 200 million. Out of these, nearly 80 % homes own a TV set
(Approximately over 160 million households own a TV set).
Programme Rating

This is probably the best known of all audience measurement figures. Programme rating is an
indicator of the percentage of households in an area that are tuned to a specific TV programme
during a specific time period. Programme rating is calculated by dividing the number of
households tuned to a specific programme, by the total number of households owning a TV set
in that area.
Households turned to a programme 500,000
Rating = = .25 or 25 per cent
Total households owning a TV set 2000,000

A rating point denotes one per cent of the total TV owning households in a specific market area,
tuned to a specific programme.

Households using Television

This represents the percentage of TV owning households where TV is being watched during a
specific time period. The figure of Households Using Television (HUT) is often referred to as
'sets in use,' and is always expressed as a percentage. For example, if 2 million households in
Delhi own TV sets and, at 9 PM on a specific day, 1.5 million sets were turned on, then
1500,000
HUT 100 75 per cent
2000,000

TV usage varies widely depending on the time of day and the season of the year.
Share of Audience

Audience share is another important measurement figure and refers to the percentage of
households using TV in a specified time period and watching a specific programme. Share of
audience is calculated by dividing the number of households watching a show by the number of
households using television (HUT). Thus, if the total TV sets turned on in Delhi were 1.5 million,
but only 500,000 of these households were tuned to Star News, the share of audience for Star
News would be

Households turned to programme 500,000
Share of audience = = 3.3 or 33 per cent
Delhi households using TV 1500,000
Share of audience figures are quite important as they reveal how popular a programme is with
the available audience.

13.3 Radio

Radio has undergone considerable changes in the past nearly twenty-five years. It used to be
premier mass medium for audiences and advertisers. Families gathered around the radio and
tuned to Cibaca Geetmala, Eveready Ke Humsafar, or Vividh Bharati. The voice of Ameen
Sayani, I. S Johar, Faroukh Sheikh and many others thrilled radio listeners. These and other
audience entertainment programmes were supported by major advertisers of the day.

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