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A television rating is simply the number of
households tuned into a particular television
program at a given point in time. Advertisers
especially rely on ratings information to increase the
effectiveness of television advertising. When they
want a commercial to reach an audience, they need
to place it in TV programs that deliver a great
number of viewers. The more audience a program
delivers, the more the commercial time is worth to
advertisers. ----
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Furthermore, the ratings are calculated by gathering a sample of households that represent the total television-viewing population and monitoring their viewing behaviours. |
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If an advertiser spends millions running ads during a program that does not meet its expectations, it would be economically wise to reconsider its placement in that time slot. |
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For example, most TV stations broadcast news, shows or series during primetime, as they can achieve a higher viewership than other programs, and they are always high-rated. |
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In fact, advertisements can be harmful for the younger population, who spend hours in front of the TV screen and are exposed to aggressive advertising in between popular shows. |
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Although user habits are rapidly changing, television has long been considered the most effective mass-market advertising medium and the ultimate platform for targeted advertising. |