To answer all questions follow the instructions and use the three links below.

Cilck on the 'Nielsen Radio and TV Ratings' link.

1. How are households chosen for ratings?

2. How does Nielsen get the addresses and phone numbers of listeners?

3. What three things are in it for the listener who does the Nielsen survey?

4. Who is Nielsen?

5. What are the TV and radio ratings?

6. How does Nielsen Ratings research work?

7. What are the two types of ratings research studies Nielsen uses?

Now click on the link - 'Arbitron Nielsen'

8. How many Americans listen to radio each week?

9. What percentage of the U.S. population does this represent?

10. What percentage of credit card purchases does Nilesen measure?

11. If an advertiser in retail spends $1 in advertising - how much can that company expect to see in sales?

12. What is the 'Science of Measurement"?

13. How does radio amplify other media?

15. What does PPM stand for?

16. In how many markets does Nielsen use paper listening logs?

Now - click on the link 'Nielsen Ratings'

17. List the top 5 markets in order:

18. How many potential listeners are there here in the Bay Area?

19. Scroll down to markets 49 and 50...in most of the top markets Nielsen is using PPM survey data for ratings, but in markets 49 and 50 they are using 4S data. What is 4S data? 

20. Based on the answers respond to these final questions in one paragraph -

Based on our discussions earlier about ratings and the above answers - why do you think executives in the radio business call them the "Arbitrary Ratings?" Do you think ratings are an accurate way to measure audience size for radio and thus determine the fate of program directors and show hosts? Why or why not?