{"@context":"http://iiif.io/api/presentation/3/context.json","id":"https://iastate.aviaryplatform.com/iiif/qv3bz6219r/manifest","type":"Manifest","label":{"en":["Schillmoeller, Edward A., Nielsen Ratings"]},"logo":"https://d9jk7wjtjpu5g.cloudfront.net/organizations/logo_images/000/000/004/original/ISULogo.png?1601681107","metadata":[{"label":{"en":["Preferred Citation"]},"value":{"en":["Nielsen Ratings. Iowa State University Lecture Series (RS 8/6/53). Special Collections and University Archives, Iowa State University Library, Ames, Iowa."]}},{"label":{"en":["Publisher"]},"value":{"en":["Iowa State University. Special Collections and University Archives"]}},{"label":{"en":["Rights Statement"]},"value":{"en":["There are no restrictions on access. (access)","This item is protected by copyright and/or related rights. You are free to use this item in any way that is permitted by the copyright and related rights legislation that applies to your use. 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[Transcript]"]},"items":[{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/1","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"\u003cstrong\u003e -:\u003c/strong\u003e And to begin with","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=7.93,8.763"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/2","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I'll just briefly outline the agenda for tonight.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=8.763,12.593"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/3","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"First of all, we'll have the lecture","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=13.62,14.81"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/4","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and then after the lecture","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=14.81,16.56"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/5","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"there'll be a meeting for initiates","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=16.56,19.7"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/6","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and members of music Moreau.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=19.7,21.39"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/7","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We'll have that here in the front.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=21.39,23.2"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/8","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then also after the meeting","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=23.2,24.28"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/9","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"there'll be a reception in the back of the room","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=24.28,26.9"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/10","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and coffee and tea and cookies are over there.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=26.9,30.28"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/11","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Now meet in the back of the room","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=30.28,31.34"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/12","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and kind of spill out into the hall.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=31.34,33.51"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/13","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So the reception in the music Moreau, business meeting","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=33.51,36.55"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/14","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"will be going on at the same time.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=36.55,38.25"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/15","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Okay, now I'd like to introduce to you Dr. Roy Hickman,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=41.04,44.29"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/16","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Dr. Hickman is the leader of the sample survey section","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=44.29,47.65"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/17","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"of the statistical laboratory at Iowa state.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=47.65,51.01"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/18","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And he's also a good 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you.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=55.05,57.67"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/21","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Dr. Hickman,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=57.67,58.843"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/22","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"\u003cstrong\u003e -:\u003c/strong\u003e Thanks, Dale.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=59.69,60.523"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/23","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It's a real pleasure for me to be able","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=63.75,65.92"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/24","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to introduce the new Sigma Rho speaker for 1980,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=65.92,70.87"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/25","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Mr. Edwin Showmoner.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=70.87,72.457"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/26","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I first met Ed in 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1968.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=193.11,196.523"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/55","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"He's presently vice-president of the Tesco research","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=197.96,200.73"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/56","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"for the media research group of the ACU Nielsen 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statistics","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=225.77,229.5"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/63","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"from Iowa state university in 1978,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=229.5,233.33"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/64","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"he presently has two daughters at Iowa state,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=233.33,236.32"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/65","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"one majoring mathematics","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=236.32,237.78"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/66","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and the other in landscape architecture.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=237.78,239.873"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/67","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"His topic for tonight's talk will be the Nielsen TV ratings.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=241.81,246.63"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/68","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What why and how Mr. Showman","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=246.63,249.02"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/69","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"(audience clapping)","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=250.27,253.27"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/70","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"\u003cstrong\u003e -:\u003c/strong\u003e If we can, maybe we can dim the light in the back.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=257.76,260.81"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/71","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I can ask the guest to use a mic.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=260.81,262.463"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/72","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"\u003cstrong\u003e -:\u003c/strong\u003e Well, it's always a pleasure to come back to Iowa state","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=269.7,271.72"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/73","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"being a graduate of ISU.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=271.72,274.08"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/74","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I don't get back as much as I'd like to.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=274.08,276.18"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/75","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so I welcome the opportunity to come back at this time.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=276.18,280.113"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/76","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"My job involves a certain amount of traveling","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=281.75,284.0"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/77","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in a couple of weeks ago,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=284.0,285.02"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/78","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I happened to be in a the Washington Airport","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=285.02,287.56"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/79","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and had a little time to kill","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=287.56,289.02"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/80","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and went into the newsstand to buy a paper","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=289.02,292.05"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/81","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and did a little browsing among the books","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=292.05,293.94"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/82","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and came across this book,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=293.94,295.93"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/83","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"which you probably can't read the title,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=295.93,297.53"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/84","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"but it's Nielsen's Children","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=297.53,299.19"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/85","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the sizzling new novel about television.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=300.21,302.573"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/86","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And apparently this, I haven't read it yet.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=303.63,305.82"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/87","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And apparently","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=305.82,306.99"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/88","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"it's about the first woman network newscaster.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=306.99,310.493"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/89","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And it says, you're the woman who lives","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=311.42,313.91"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/90","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what every woman dreams,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=313.91,315.41"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/91","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you're Kate Sinclair the first woman","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=315.41,317.41"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/92","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to break into network TV news.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=317.41,319.83"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/93","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You're barely 30","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=319.83,320.727"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/94","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and you have a million dollar contract.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=320.727,323.72"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/95","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Kings and movie stars call you on the phone","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=323.72,326.03"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/96","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and you can go anywhere in the world","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=326.03,327.71"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/97","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"as long as your Nielsen ratings keep going up.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=327.71,331.022"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/98","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"(audience laughing)","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=331.022,332.78"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/99","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It all sounds very mysterious and intriguing","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=332.78,335.91"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/100","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and I hope I can take a bit of the mystery","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=335.91,338.3"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/101","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"out of the Nielsen ratings for you tonight.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=338.3,340.45"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/102","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"As I mentioned, my topic will be the Nielsen ratings","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=343.89,347.57"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/103","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what, why and how.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=347.57,349.203"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/104","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In 1980 advertisers","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=350.11,352.37"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/105","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Yeah, I need a little Light. Okay.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=357.17,359.223"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/106","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"\u003cstrong\u003e -:\u003c/strong\u003e In 1980 advertisers will spend almost $10 billion dollars","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=361.29,364.564"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/107","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"on television broadcasting to reach","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=364.564,366.86"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/108","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and sell to 76 million households.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=366.86,370.01"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/109","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For this reason information about program audience size","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=370.01,373.53"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/110","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and composition is needed by advertisers","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=373.53,376.34"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/111","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"by broadcasters and by program producers","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=376.34,379.95"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/112","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"such information will help advertisers predict","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=379.95,382.81"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/113","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what they can expect","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=382.81,384.2"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/114","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and what they got for their money.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=384.2,385.923"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/115","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Audience information is used by networks","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=386.95,389.26"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/116","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and television stations for program decisions","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=389.26,392.12"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/117","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"where commercials are placed on 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time","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=397.25,398.3"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/120","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and for promotion of programs.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=398.3,400.98"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/121","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Program producers and talent are 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development.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=410.5,412.693"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/126","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The television broadcasting, as I indicated","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=416.09,419.39"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/127","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"is an expensive proposition,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=419.39,421.253"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/128","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"a 32nd commercial on prime time television","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=422.87,425.34"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/129","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"will go anywhere from $60,000 to $70,000.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=425.34,428.86"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/130","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I think you can see","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=428.86,430.05"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/131","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that estimates of audience size are needed by advertisers.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=430.05,434.25"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/132","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And these estimates of audience size","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=434.25,436.09"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/133","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"are generally referred to as ratings.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=436.09,438.91"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/134","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what is a rating?","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=438.91,440.97"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/135","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"A rating is simply the percent of television households","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=440.97,443.86"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/136","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or persons within a survey area that are tuned","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=443.86,447.23"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/137","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or viewing a specific program or station.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=447.23,449.743"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/138","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The Nielsen ratings that you probably read about","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=450.69,453.1"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/139","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in the paper are the ones that are produced","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=453.1,455.41"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/140","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"for national network programs.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=455.41,458.04"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/141","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But we also produce them for local stations","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=458.04,460.21"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/142","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"such as here in Des Moines and Ames","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=460.21,461.96"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/143","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"An estimate of the number of households tuned","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=463.37,465.49"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/144","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or the number of persons viewing can be obtained","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=465.49,467.67"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/145","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"by applying the rating to an estimate","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=467.67,469.51"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/146","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"of the number of households or persons in the survey area.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=469.51,472.62"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/147","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, the US.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=472.62,474.143"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/148","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Our ratings are estimates","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=475.94,477.91"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/149","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and I repeat, these are estimates of the 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unwarranted.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=498.82,501.33"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/158","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In fact, they are sometimes viewed","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=501.33,503.08"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/159","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"as if they were an accounting report,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=503.08,505.03"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/160","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that if a program got an 18 rating","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=505.03,506.85"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/161","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"it's 18 and not 17.9 or 18.1.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=506.85,510.55"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/162","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Ratings are also estimates of the size of the audience.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=512.03,515.37"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/163","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They are quantitative measures, not qualitative measures.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=515.37,519.37"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/164","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The term rating is a misnomer since it implies","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=519.37,522.31"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/165","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"a measure of the quality of a program.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=522.31,524.413"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/166","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Ratings reflect likes and dislikes for programs","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=525.26,528.41"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/167","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"as they are presented at a given time","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=528.41,530.41"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/168","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in a specific program environment.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=530.41,533.4"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/169","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"A high rated program is not necessarily the best program.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=533.4,537.13"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/170","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It is merely the program","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=537.13,538.38"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/171","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that had the largest estimated 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opinion.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=549.49,553.33"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/176","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They estimate viewing activity","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=553.33,555.29"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/177","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and not the opinions about 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daytime","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=594.84,598.47"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/192","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"it ranges anywhere from about 17% to 30%.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=598.47,602.36"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/193","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"As you move in toward their prime 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outdoors.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=615.41,617.1"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/200","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We find that almost two out of every three households","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=617.1,620.08"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/201","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"have a television set 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time.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=629.29,630.74"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/206","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And as you can see, after that time","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=630.74,632.68"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/207","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the viewing starts to 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evening","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=637.42,639.16"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/210","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"is about at the same level as it is in February.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=639.16,642.05"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/211","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That's probably due to the difference in daylight 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July,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=647.11,648.67"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/214","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"perhaps people make up that viewing","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=648.67,650.73"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/215","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"by viewing later in the evening.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=650.73,652.33"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/216","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Another measure of viewing activity is share of audience","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=655.54,660.14"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/217","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"which is the percent of households with a set on","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=660.14,662.153"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/218","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that is tuned to a specific program or station","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=662.153,665.27"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/219","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that's simply the rating divided by the number","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=665.27,667.71"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/220","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or percentage of households that are viewing.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=667.71,670.16"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/221","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The shares they relatively stable figure,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=670.16,672.94"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/222","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and is not as highly subject to seasonal","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=672.94,675.05"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/223","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and time period variations, which affect 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trends.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=680.69,682.33"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/226","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If a program share is declining, that is an indication","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=682.33,685.67"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/227","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that it may be losing its popularity.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=685.67,688.03"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/228","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Conversely if it's increasing it may be an indication","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=688.03,691.98"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/229","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that it is increasing in popularity.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=691.98,693.783"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/230","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Then here's some company provides","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=695.55,697.11"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/231","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"two types of audience estimates services.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=697.11,699.92"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/232","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"One is called the Nielsen television index","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=699.92,702.16"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/233","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"which provides audience estimates","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=702.16,703.77"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/234","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"for national television programs","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=703.77,705.47"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/235","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and it's probably the one that you've read about.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=705.47,708.62"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/236","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The second is the Nielsen station index","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=708.62,711.26"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/237","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"which provides audience estimates for and 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coincidentals","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2551.69,2554.17"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/924","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"were in close agreement","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2554.17,2555.5"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/925","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"with national household television usage levels derived","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2555.5,2559.27"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/926","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"from the meter sample","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2559.27,2560.96"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/927","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and also the person's television usage levels derived","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2560.96,2563.76"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/928","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"from the diary sample.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2563.76,2565.7"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/929","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Results from telephone coincidentals were also compared","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2565.7,2568.35"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/930","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to local market diary service","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2568.35,2570.73"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/931","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in a couple of markets using lists","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2570.73,2572.63"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/932","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"of telephone households as a sampling frame.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2572.63,2575.61"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/933","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"These comparisons show that listed households","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2575.61,2577.88"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/934","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"viewed one to three percent less","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2577.88,2580.0"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/935","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"than all telephone households.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2580.0,2581.75"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/936","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That response bias resulted","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2581.75,2583.49"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/937","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in a four to eight percent understatement of viewing","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2583.49,2586.47"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/938","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and that non-response resulted","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2586.47,2588.27"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/939","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in a one to three percent overstatement of usage.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2588.27,2591.48"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/940","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"These results are similar to other tests that show","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2591.48,2593.97"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/941","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that diary surveys, understate television usage.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2593.97,2597.533"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/942","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Now ratings are a set of statistical estimates","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2599.76,2602.64"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/943","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and are reported periodically","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2602.64,2604.33"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/944","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"just as many other statistics are reported periodically.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2604.33,2607.563"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/945","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And just as many statistical reports","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2608.59,2610.82"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/946","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"may contain unpleasant findings,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2610.82,2613.15"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/947","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"ratings may also be unpleasant and discomforting.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2613.15,2616.313"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/948","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"These unpleasant ratings usually result","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2617.34,2620.95"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/949","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in reappraisals of performance,","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2620.95,2623.33"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/950","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"which in turn lead the recommendations","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2623.33,2625.21"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/951","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"for corrective action.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2625.21,2626.489"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/952","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"(audience laughing)","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2626.489,2628.04"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/953","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I thank you very much.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2628.04,2629.858"},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/954","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"(audience clapping)","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=2629.858,2632.858"}]},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815","type":"AnnotationPage","label":{"en":["English [Transcript]"]},"items":[{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30815/annotation/955","type":"Annotation","motivation":"subtitling","body":{"type":"TextualBody","value":"https://d9jk7wjtjpu5g.cloudfront.net/file_transcripts/associated_files/000/030/815/original/AV168116_Nielsen_Ratings_a.vtt?1626717928","format":"text/vtt","language":"en"},"target":"https://d9jk7wjtjpu5g.cloudfront.net/file_transcripts/associated_files/000/030/815/original/AV168116_Nielsen_Ratings_a.vtt?1626717928"}]},{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30816","type":"AnnotationPage","label":{"en":["AV168116_Nielsen_Ratings_a.txt [Transcript]"]},"items":[{"id":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724/transcript/30816/annotation/956","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"- And to begin with I'll just briefly outline the agenda for tonight. First of all, we'll have the lecture and then after the lecture there'll be a meeting for initiates and members of music Moreau. We'll have that here in the front. And then also after the meeting there'll be a reception in the back of the room and coffee and tea and cookies are over there. Now meet in the back of the room and kind of spill out into the hall. So the reception in the music Moreau, business meeting will be going on at the same time. Okay, now I'd like to introduce to you Dr. Roy Hickman, Dr. Hickman is the leader of the sample survey section of the statistical laboratory at Iowa state. And he's also a good friend and business associate of our speaker and I've asked him to introduce our speaker to you. Dr. Hickman,\r\n\r\n- Thanks, Dale. It's a real pleasure for me to be able to introduce the new Sigma Rho speaker for 1980, Mr. Edwin Showmoner. I first met Ed in conjunction with our activities in the American statistical association. Ed has always been very active in the survey research methods section of the SA. He served on several committees within that section and he's very much in evidence at the annual meetings. And he's also a very active member of the American Association of Public Opinion Research and the American Marketing Association. Ed grew up and graduated from high school in Chicago. He then made a very wise decision and migrated West to Iowa where he attended Iowa State University majoring in mathematics. He was a member of the ISU varsity football team seems that his mental activities kept pace with the physical since he was a member of the mathematics honorary society and was president of that society during his senior year. He received his BS degree in mathematics from ISU in 1953 and an MBA degree in statistics and marketing from the University of Chicago in 1958. Now it didn't actually take him from 1953 to 58 to finish a master's degree. He dared do a short stand of service in the US armed forces where he served in the Air Force from in Morocco and Spain. He was consumer research analyst with standard oil of Indiana from 1958 to 1963. He joined AC Nielsen company in 1963 as special projects coordinator and was named the manager of statistical research in 1968. He's presently vice-president of the Tesco research for the media research group of the ACU Nielsen company. And he's on the board of directors of that group. He's responsible for the design selection and maintenance of national samples and for the statistical methodology used within the media resources group. I think I should mention that he's maintained his ties with Iowa since he had a son to graduate in statistics from Iowa state university in 1978, he presently has two daughters at Iowa state, one majoring mathematics and the other in landscape architecture. His topic for tonight's talk will be the Nielsen TV ratings. What why and how Mr. Showman\r\n\r\n- If we can, maybe we can dim the light in the back. I can ask the guest to use a mic.\r\n\r\n- Well, it's always a pleasure to come back to Iowa state being a graduate of ISU. I don't get back as much as I'd like to. And so I welcome the opportunity to come back at this time. My job involves a certain amount of traveling in a couple of weeks ago, I happened to be in a the Washington Airport and had a little time to kill and went into the newsstand to buy a paper and did a little browsing among the books and came across this book, which you probably can't read the title, but it's Nielsen's Children the sizzling new novel about television. And apparently this, I haven't read it yet. And apparently it's about the first woman network newscaster. And it says, you're the woman who lives what every woman dreams, you're Kate Sinclair the first woman to break into network TV news. You're barely 30 and you have a million dollar contract. Kings and movie stars call you on the phone and you can go anywhere in the world as long as your Nielsen ratings keep going up. It all sounds very mysterious and intriguing and I hope I can take a bit of the mystery out of the Nielsen ratings for you tonight. As I mentioned, my topic will be the Nielsen ratings what, why and how. In 1980 advertisers Yeah, I need a little Light. Okay.\r\n\r\n- In 1980 advertisers will spend almost $10 billion dollars on television broadcasting to reach and sell to 76 million households. For this reason information about program audience size and composition is needed by advertisers by broadcasters and by program producers such information will help advertisers predict what they can expect and what they got for their money. Audience information is used by networks and television stations for program decisions where commercials are placed on programs prices for broadcasting commercials, selling of time and for promotion of programs. Program producers and talent are interested in audience levels and trends because they help determine the fate of programs and also help guide the direction for future program development. The television broadcasting, as I indicated is an expensive proposition, a 32nd commercial on prime time television will go anywhere from $60,000 to $70,000. So I think you can see that estimates of audience size are needed by advertisers. And these estimates of audience size are generally referred to as ratings. So what is a rating? A rating is simply the percent of television households or persons within a survey area that are tuned or viewing a specific program or station. The Nielsen ratings that you probably read about in the paper are the ones that are produced for national network programs. But we also produce them for local stations such as here in Des Moines and Ames An estimate of the number of households tuned or the number of persons viewing can be obtained by applying the rating to an estimate of the number of households or persons in the survey area. For example, the US. Our ratings are estimates and I repeat, these are estimates of the activity of all television households or persons in a survey area. They are subject to varying degrees of error some associated with the chance variation inherent with the use of sampling and others related to the methods used to collect and process tuning and viewing data. Ratings are sometimes viewed with an accuracy that is unwarranted. In fact, they are sometimes viewed as if they were an accounting report, that if a program got an 18 rating it's 18 and not 17.9 or 18.1. Ratings are also estimates of the size of the audience. They are quantitative measures, not qualitative measures. The term rating is a misnomer since it implies a measure of the quality of a program. Ratings reflect likes and dislikes for programs as they are presented at a given time in a specific program environment. A high rated program is not necessarily the best program. It is merely the program that had the largest estimated audience because of its appeal, its promotion the time it was telecast and the programming competition at the time it was telecast Ratings are a measure of performance not opinion. They estimate viewing activity and not the opinions about programs. In addition to ratings, there are other measures of tuning and viewing activity of interest. One is households using television or hut for short. It is the percent of all households with one or more sets in use during a period of time. As you would expect household tuning levels vary by time of day and by time of year. And here you can see that depending on the season, for example the solid buyers are February of 79. The viewing is higher than it is in July with the exception of perhaps very late in the evening. And you can see that it varies considerably by the time of the day in the early morning and in the daytime it ranges anywhere from about 17% to 30%. As you move in toward their prime time or the network programming time in the evening, the viewing activity increases to the point where in February where the daylight hours are shorter and where the weather is such that people cannot spend much time outdoors. We find that almost two out of every three households have a television set tuned during the average minute between eight and 11 o'clock that's eight and 11 o'clock Eastern time. And that would correspond to seven to 10 o'clock in central time. And as you can see, after that time the viewing starts to decline. Interestingly enough in July, the viewing activity late in the evening is about at the same level as it is in February. That's probably due to the difference in daylight hours plus the fact that the viewing is less than in prime time in July, perhaps people make up that viewing by viewing later in the evening. Another measure of viewing activity is share of audience which is the percent of households with a set on that is tuned to a specific program or station that's simply the rating divided by the number or percentage of households that are viewing. The shares they relatively stable figure, and is not as highly subject to seasonal and time period variations, which affect ratings. And for that reason, it was often used as a measure of program trends. If a program share is declining, that is an indication that it may be losing its popularity. Conversely if it's increasing it may be an indication that it is increasing in popularity. Then here's some company provides two types of audience estimates services. One is called the Nielsen television index which provides audience estimates for national television programs and it's probably the one that you've read about. The second is the Nielsen station index which provides audience estimates for and programs in over 200 local television markets. This is the service that you may not be familiar with. And each of these services differs in the methods used to derive the audience estimates. Data collection is one of the most critical elements in producing reliable audience estimates. Some of the major considerations in data collection are accuracy, timeliness, and cost. There are several methods used for obtaining viewing information. Each of which fulfills these objectives in varying degrees. The method used to collect household tuning information for national programs is an automatic system of recording set tuning. Each sample household is equipped with a meter and here's a picture of it is equipped with a meter that measures minute by minute tuning of all sets in a household. The meter is connected to each set in a household and stores in an electronic memory the time each set is turned on and off. The length of time tuned to each channel and all channel changes. Here's another picture of it. The meter itself is here on the right and the device to the next is a battery pack in the event that there is a power outage in the home we wanna keep this going because it does have a clock in it to record time. The meter in each household is connected to a full-time leased telephone line. These phone lines are also connected to a computer located in the Nielsen central data collection and processing facilities at least once each day the computer automatically dials up each home and retrieves the stored tuning information thus for each sample household we have a day by day record of tuning by time of day and channel. Now the home unit function, it determines sets on and off and tuning all television sets in the home. Records the data automatically by crystal clock time stores the information in circuits, one minute resolution. That means it's interrogating each set every minute and provides for readouts over telephone lines. Here's a schematic diagram of the data collection system. The household is equipped with a meter which is recording the set tuning of every set in the home and it's connected by a phone line to a data collection computer located in the central data collection facility. And part of that operation is an automatic dialer which dials up the homes automatically at least once a day and more often depending on the amount of tuning activity. Extracts the information, processes, passes that information onto a computer that produces the reports. Now the information is also obtained from the networks as to the time each network program is telecast by their affiliated stations. This is the station program information. This information along with the tuning information obtained from the sample households is used to produce ratings for each network program. The ratings are then made available on a daily basis via terminals and client offices which of course are connected by telephone lines. In addition there are some certain supplementary reports which are printed and produced on a slower basis these are of secondary importance. Thus with this system today's ratings that is Tuesday's ratings will be available to our clients on Thursday morning. In addition to the daily ratings as I've mentioned, a variety of other audience estimates are provided in printed reports. As you can see here, a speedy fast timely delivery is of the essence since tuning information is obtained by minute the program rating is really the average of the ratings for each minute or in other words the average minute audience to the program here for example we might find that the number of households tuned to a program varies through the duration of the show. This happens to be a 30 minute duration telecast and the rating then would be simply the average of the percent of households tuned each minute to the program. The use of a meter has advantages compared to other data collection methods. Most of which require varying degrees of participation by the household members. The use of a meter requires no effort by the household which results in achieving a higher rate of cooperation compared to other methods. The use of a meter also results in very prompt delivery of household ratings delivery is almost virtually instantaneous. This quick delivery can result in substantial programming cost savings. Since it can reduce the number of episodes of a program series that need to be produced prior to the beginning of the telecast of a series of programs. Since the meter requires no effort on the part of the household members tuning data can be collected day by day for long periods of time. This continuous collection of data enables advertisers to evaluate the audience to a schedule of commercial announcements during a specific period of time. For example, if a commercial announcement was scheduled six times the percent of households viewing only once might be six and a half percent, those viewing twice 9.6% and so on the cumulative percent for the sum of all six announcements is the number of households reached by at least one commercial announcement. In this case, for example 43.4% of households saw at least one commercial. Saw at least one telecast of the commercial. This information about the cumulative audience and frequency of viewing can be very useful to an advertiser. And this is really only possible to do this provide this kind of information with an automatic means of collecting viewing data. While the meter can record set tuning information it cannot provide information about who in the household is watching. This information is obtained by a diary among a national sample of households and the diary is simply a record of the viewing for a week. A diary is provided for each set. Entries are made by quarter hour showing whether the set is on or off the station channel the program viewed and a person's viewing at the end of the week, the diaries are returned by mail. The viewing data from the diary sample is combined with household tuning data from the meter sample to estimate the number and types of viewers to national TV programs. Here's an illustration of the diary and you can see it's a relatively simple document to use. You just indicate which quarter hours of set was on, the call letters and channel and a program name and then who in the household was viewing that program. How are the national samples selected? There are two national samples. One is used for meters and the second is used for diaries. Both are samples of housing units, which may be vacant or occupied if occupied the household is asked to participate in the sample. If vacant the housing unit is periodically checked to determine if it has been occupied. I'm sorry, this slide didn't turn out too well but this is supposedly a description of or a picture of some of the sample counties. Although the uses of these samples are somewhat different they're selected using the same process in sampling terminology the method used as a multi-stage area probability sample. Since an up-to-date complete list of housing units in the US does not exist. A sample of small air land areas was selected. And the list of housing units was compiled in each area. The sample housing units were then selected from the lists for each area. The areas are selected in stages with decreasingly smaller areas selected at each stage. The sample is a probability sample since the areas and housing units are selected with a known non-zero probability. The sample was designed to give each housing unit an equal chance of selection. The national samples were selected in 1972 using housing unit counts for the 1970 census to determine the probability of selecting the various areas. The first stage consisted of the selection of counties large metropolitan counties were included in the sample with certainty and a sample of counties was selected from the, among the remaining less populated counties. The national meter sample is located in about 500 counties resulting in a well dispersed sample distributed in proportion to the population of the US. And in case you're wondering 12 of the sample counties are located in Iowa. The next step was the selection of a group of blocks within the selected counties. For areas without street blocks areas designated by the census Bureau for enumeration by census takers were selected. The terms BG and ED are short for black group and enumeration district. Again, information from the 1970 census about the number of housing units in the black groups and enumeration districts was used to determine the probability of selecting the areas within the selected black groups or enumeration areas. The next step was to select individual blocks or combinations of blocks in census enumeration areas small areas with clearly identified boundaries were selected. For example, here is a census map showing the portion of the blocks in the Atlanta metropolitan area and the selected sample blocks. Looking in more detail we see the sampling area consisted of three blocks. A Nielsen employee would go to this area and list all of the housing units in these blocks. Each structure is listed by address and the location of the housing unit in this structure is also listed. Now in the rural areas here is a census map showing the boundaries of a census enumeration district or ED for short the boundaries are usually roads or a political jurisdiction boundary. The sample enumeration district is subdivided into smaller areas with easily identifiable boundaries depending on the number of housing units in each area one or more are selected for the sample housing units in the selected area are then listed since such housing units in such areas generally do not have addresses. The housing units are napped and each is described by its physical characteristics. And this is an expensive operation believe me. It probably takes an enumerator or surveyor at least one to two days to do this work in the rural areas. The sample of housing units was then selected from the list of housing units, compiled for each area. The sample was designed to select one housing unit per area for the meter sample and two housing units per area for the diary sample. However, if the number of housing units in the sample varies from the census count, then fewer or more housing units may be selected in order to give each housing unit the same chance to be selected. The actual number of housing units selected depends on the difference between the census count and the count obtained at the time the housing units are listed. The selection of areas and housing units is done by a specified random process. The Nielsen representative that contexts, that selected households to obtain their participation has no control or influence over the selection of the sample household all selected households, regardless of their characteristics or the amount of viewing they do are eligible to be included in the sample. Other than having a television set there are no restrictions regarding the household selected for the sample. The only exception is to exclude households that have a direct financial interest in the ratings such as key employees of network stations, advertising agencies, or advertisers. And there are about four or five such homes where we have landed on such persons all housing units in the meter sample remain in the sample for five years. Those in the diary sample remained in the sample for three years, every three months 5% of the meter households, and one twelveth of the diary households are rotated out of the sample. If households move the new occupants are recruited for the sample. So during a year about one third of the meter sample is replaced by another household either due to the plan rotation or do the households moving. Compared to other national samples of households of about the same size Nielsen samples are located in considerably more areas and counties. Most national samples by design consists of more than one household per area and in some samples substantially more than one household. This has done to reduce field travel costs sample and field costs. Primarily travel costs are relatively high for the Nielsen samples because of their geographic dispersion. However, statistical theory tells us that the precision of a sample of a given size can be increased by dispersing it over as many and as large of areas as possible. Although this results in increased sampling and field costs these costs are relatively short low share of the total costs. These costs are essentially fixed costs in our small when a computed on a per rating basis considering the amount of information at Nielsen supplies on programs, the sampling and the field costs are relatively low because of the relationship of sampling costs, the total costs and the ability to spread these costs over many years the sample can be highly dispersed. All housing units in existence at the time the sample was selected had a chance to be included but what of housing units coming into existence after the sample has been selected in areas where building permits are required for new construction, which accounts, which is true in about 85% of the US information is obtained about the number of residential construction permits issued in each of about 14,000 building permit jurisdictions. A sample of building permit issuing places is then selected at a sample of new housing units is selected from the permits issued by the selected permit issuing places. In order to keep the size of the sample constant, the sample of new units then replaced existing sample units in the proper proportion. For example, if the housing inventory in the US has increased by 1% during a year, then about 1% of the sample will then consist of such new units in areas not requiring building permits. The sample areas are periodically realist relisted to identify new units. Since the sample was selected, using known probabilities of selection, it is possible to relate the viewing activity of the sample households to all households In the US. Now viewing activity obtained from a sample will differ somewhat from a measurement, all households using the same methods to collect and process tuning information, using the laws of probability. It is possible to estimate the degree to which a sample result may differ from a complete measurement. The daily national Nielsen household ratings are derived from a sample of about 1100 meter equipped households. Assume for the moment that it is possible to obtain tuning information for all households in the US using the same methods used for the sample. That is the same meters, the same skill level for installations and so on. Also assume we found 20% of households tuned to a specific telecast of a program further assume it would be possible to select a large number of samples of the same size, say 1000 samples of about 1100 households each. And at the same sampling data collection tabulating and other related procedures would be used for each sample. A tabulation of these thousand households would show that about 50% of them would be within eight tenths of a percentage point of the rating obtained from a complete measurement about 75% would be within 1.4 points and almost all of them would be within 3.1 points of the complete measurement ratings. Thus, the chances are about the same that a sample derived rating will be within eight tenths of a rating point of a complete measurement than it will differ by more than eight tenths of a point. A single sample of course may produce results that are very close or considerably different from a complete measurement but it is possible to estimate the chances that a sample estimate will be within some specified interval of a complete measurement. It's about an even money bet that a sample derived rating will be within eight tenths of a point of a complete measurement rating of 20. And the odds are about three of the one that the sample rating will be within 1.4 points, depending on the uses made of these ratings. These sample derived estimates may or may not be sufficiently precise. It should be noted however, that advertising or programming decisions are generally not made on single telecasts of a program, but on an average of two or more programs, as information becomes available about the level of viewing to additional telecasts of a program sampling variation is reduced. If we examine a distribution of sample and complete measurements for the average of four telecasts and making certain assumptions about the duplication of tuning, the more than one telecast we might find these differences. Here we see that as we gain information about viewing to a program, the degree of uncertainty about the performance of a program is reduced. Many advertisers advertise in a number of different programs and are primarily interested in the average audience to these programs, or in other words, the average audience to their commercials. The sampling variation associated with the average viewing, the two or more programs is less than that to any single Program. In addition to measuring viewing the national television programs estimates are also made for audiences to individual stations. Currently though over 700 private commercial stations and over 250 public stations in the US in each of these stations is assigned to about one of two to one of about 200 television markets such as these television markets that serve Iowa virtually every home in Iowa is viewing stations from one or more of these markets. And you'll notice our stations in these areas and you'll notice that some of the homes in Iowa are viewing stations that are located outside the state, such as those in Omaha on Rock Island and Moline. Each market is surveyed at least four times a year in November, February may and July. Some larger markets may be surveyed five six or seven times per year. The survey period is usually four weeks, which means that each market is surveyed at least 16 weeks of each year. And the four largest markets both meters and diaries are used to obtain tuning and viewing information. The meter operations are the same as described for the national sample, except with the exception of sample size. In New York and Los Angeles the sample size is about 475 households and in Chicago, in San Francisco it is about 275. The sample in Chicago is in the process of being increased to 475. In all other markets diaries are used to collect viewing data. And again, here we see that the the diary it's really nothing more than a device to record viewing activity. The diary used for local market surveys is essentially the same as used for national surveys. A diary is provided for each set in the home and respondents are asked to record set usage by quarter hour for a one-week period. And if the set design entries are made concerning channel number, call letters, program, and identification of persons watching the program. The sample design and selection procedure for diary samples used for local market surveys is considerably different than used for the national sample. For cost reasons sample recruitment is done by telephone rather than personally, and excludes nine telephone households. About seven to eight percent of us households do not have it with phone. And this varies somewhat by region of the country. For example, in Iowa, almost every household has a telephone. So exclusion of non telephone households is not a serious bias in Iowa. Two methods are currently used to select samples of telephone households\r\n\r\n- and to explore philosophic\r\n\r\n- I'll have listings of all US telephone directories. The file contains about 56 million names addresses and telephone numbers. For selecting samples in markets limited to listed numbers the telephone listings are sequenced geographically by zip code within a County. And the sample is systematically selected from the listings by sequencing the file geographically the sample is dispersed in proportion to list of telephone households in the larger markets samples are selected from unlisted as well as listed numbers. As I've already mentioned, there are two types of unlisted numbers, the voluntary unlisted those who choose not to be into directory and the involuntary unlisted those with telephones placed in service since the latest directory was compiled using the Metro mail file of listings and other sources, telephone exchanges serving a television market can be identified. Now it would be possible to select a sample of all telephone households by selecting a sample of exchanges and completing the telephone number with four random digits. The sample selected in this way would include listed unlisted non-residential numbers and numbers not in service. However, since about 80% of all possible numbers are not in service. This procedure would require considerable dialings and consequently high costs to identify the numbers assigned to households. Identifying that in service numbers in advance of selecting the sample will reduce costs. In each exchange there are anywhere from one to 10,000 possible numbers that may be assigned to residences. These 10,000 numbers can be arranged and consecutive blocks of 100 numbers each and using the Metro mail file of telephone listings the number of listings in each block can be determined. Any block with let's say, no listings is classified it can be classified as not in service and all numbers and such blocks except any listed numbers are eliminated from the sampling frame, the choice of the number of listings to use as a threshold for identifying not in services arbitrary, one could use zero one or two that is exclude only blocks without listings but many of the listings and blocks with one, two or three listings are errors may are made at the time listings are transferred from the directory to a computer file. Therefore we eliminate all blocks that have two or fewer listings. This process does eliminate a small number of residents resulting in a slight bias in the sampling frame. The next step in the process is to divide the remaining numbers into two lists. Here's an illustration for example, of the listings. If we have 26 listings, for example, in the block of numbers from 5,200 to 5299, we would assume that that block in service by the telephone company. Another black may not have any listings, and we would make the assumption then that those numbers in that black are not being used by the phone company. The next step in the process is to divide the remaining numbers into two lists those listed in the file, and by elimination those not listed by Metro mail. samples of telephone numbers are systematically selected at the same rate from both lists. One can see that what we're doing is dividing 10,000 phone numbers into an exchange And to those that we estimate are not in service and those that are in service and among those in service we can identify those who have listings in a telephone directory and the numbers that are not listed. In Alternative procedure would be to select a sample of the in-service numbers in other words, among the 3,600, without identifying the listed and unlisted numbers. However identifying listed numbers has some advantages for households not contacted despite numerous dialings diaries still can be mailed to those listed since the name and addresses available for listed households, names and addresses need not be obtained on the sample recruitment call, reducing the interview time and the costs. Telephone calls are made to sample households to verify or obtain names and addresses determined the number of television sets in a household and obtain certain other information required for mailing diaries. Diaries are mailed to households for which names and addresses are available and are returned by mail by the sample households. Sample sizes vary by market size and range from 180 in the smallest markets to over 1700 in the largest markets. During the year over 800,000 US households are mailed diaries of which about 443,000 or 55% returned diaries that can be used to tabulate viewing. As you can see, this is an operation of substantial volume in the Des Moines Market about 3,900 households were sent diaries of which 63% return usable diaries. Closer to home in story County, 258 households were sent diaries in the past year and 71% returned usable diaries. The rest of the U S should be like Story County when it comes to cooperation. During the November, February and May survey periods when all 200 markets are surveyed diaries from about 100,000 households are processed. And the reports for the 200 markets are mailed within 23 days after the survey period. Just as in our national service timeliness of survey results as an important objective and very important to our clients. Martin Mayor once said that an ideal rating service could be conducted by a staff of well-trained reasonably intelligent, highly responsible ghosts. They would drift unseen through the sample homes and observe and record television viewing. The beauty of this system would be that it would virtually eliminate bias. Bias is one source of social survey error. The other is variable error. Variable errors are considered to be random with zero mean. One source already described the sampling variability resulting from including only part of the population in the sample. Other variable errors are related to field and processing errors, which are generally small in both our meter and diary operations. Non-variable sampling errors however, may introduce consistent biases in the estimates that is viewing maybe understated or overstated, regardless of sample size. The magnitude of biases may vary from program to program. Sampling bias may result from using inappropriate selection methods used to select a sample. For example, if equal selection probabilities are used to select a sample from a list spot some units appear more than once. They would have twice the chance of selection. This can occur with telephone samples. Usually the most serious biases are those related to non-sampling errors Processing errors, such as incorrect estimates of the number of households or persons used to project ratings to totals may resolve in a consistent over underestimate. Non-coverage is another source of bias and is the term, which means the exclusion of some units in the population from the sampling frame such as non phone households which we cannot include in our local television surveys because of costs and it's also true of unlisted households in areas where samples are restricted to listed telephone households. Non-response refers to those refusing to cooperate those incapable of recording or those homes that are never contacted. Non-response bias is probably one of the most serious sources of biases not only in television surveys but in any kind of a survey. And as a real challenge to survey practitioners. Response error is the reporting or recording of incorrect viewing activity. Response error would also include possible changes of activity due to being included in the survey. This is always of concern to our survey researchers. In diary surveys non-response and response error are most likely to be the most major contributors to bias. One advantage of a meter is that response error is reduced considerably. If not eliminated entirely. Non-response error is also reduced since no effort is required by the household and a higher percent of households are therefore willing to cooperate and participate in the sample. Not considering these potential errors you may wonder about the accuracy of ratings. Various expensive methodological studies have attempted to dimension these biases. One method has been used as a standard is the telephone coincidentally method. This procedure consists of obtaining viewing information at the time of a telephone call because the interview is short. Cooperation is relatively high between 85 and 90% . Response error is also considered to be minimized since relatively little information is obtained from the household. What we do is contact the home ask if a set was on one or more sets were on if so, what channel they were tuned to and we think that information is very reliable. However, it should be noted that this method is still not error free. You still have certain biases like interviewer effects. Sometimes the interviewer themselves can direct people to giving certain kinds of answers. Viewing levels from telephone coincidentals were in close agreement with national household television usage levels derived from the meter sample and also the person's television usage levels derived from the diary sample. Results from telephone coincidentals were also compared to local market diary service in a couple of markets using lists of telephone households as a sampling frame. These comparisons show that listed households viewed one to three percent less than all telephone households. That response bias resulted in a four to eight percent understatement of viewing and that non-response resulted in a one to three percent overstatement of usage. These results are similar to other tests that show that diary surveys, understate television usage. Now ratings are a set of statistical estimates and are reported periodically just as many other statistics are reported periodically. And just as many statistical reports may contain unpleasant findings, ratings may also be unpleasant and discomforting. These unpleasant ratings usually result in reappraisals of performance, which in turn lead the recommendations for corrective action. I thank you very much.","format":"text/plain"},"target":"https://iastate.aviaryplatform.com/collections/1150/collection_resources/46598/file/119724#t=0.0,2645.28"}]}]}]}