What's a cume?

The cume is the percentage of homes in a market that tune to a particular station for six minutes or more during a measurement period.

What's a rating?

Ratings help stations judge viewer loyalty. Ratings are the percentage of homes or persons viewing a program or daypart. Ratings allow comparisons between different sweeps and different markets.

What's a HUT?

A basic ratings concept is HUTs - Homes Using Television. One can approximate HUTs by adding ratings for all broadcasters in a market during a given daypart or timeslot.

What's a GRP?

Introduced to public television in 1981 by the Drs. LeRoy, GRPs deliver useful station data. GRPs measure viewing onnage, whereas the cume is more dipstick in a car. As in cume measurement, GRPs can be assessed for specific dayparts or for the whole week.

What are Demographics?

Demographics are simply the characteristics of people: age and gender, for example. Other attributes such as race, religion, marriage status, educational level, profession, and income are also demographics. Public TV has an inherent potential to attract different demographics with the broad spectrum of programs. The more one knows about audience demographics, the easier it becomes to program a station.

copyright 1998 Trac Media Services, Inc.