媒介评估与分析-概念理解

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1、.媒介评估与分析（概念理解）Audienceflow:受众流动受众从某一节目或时段转向另一个节目或时段的程度.Theextenttowhichaudiencespersistfromoneprogramortimeperiodtothenext.Seeaudienceduplication,inheritanceeffects.Audienceduplication:受众重叠一种累计受众测量.显示了一个节目或媒介的受众成为另一个节目或媒介受众的程度.Acumulativemeasureoftheaudiencethatdescribestheextenttowhichaudi

2、encemembersforoneprogramorstationarealsointheaudienceofanotherprogramorstation.Audiencefragmentation:受众细分是一种媒介的受众分散在该媒介的众多节目中的现象.如:有线电视进一步细分了电视观众,使个频道的观众份额减少.Aphenomenoninwhichtheaudienceforamediumisdistributedacrossalargenumberofprogramservices.Cableissaidtofragmentthetelevisionaudience,re

3、sultinginadecreasedaverageaudienceshareforeachchannel.Audiencepolarization:受众两极分化是一种与受众细分有关的现象.某媒介或频道的受众比起一般受众更多地收看/收听该媒介或频道.Aphenomenonassociatedwithaudiencefragmentation,inwhichtheaudiencesforchannelsorstationsusethemmoreintensivelythananaverageaudiencemember.Audienceturnover:受众周转是一种受众行为.

4、通常表示为某媒介累计受众与平均15分钟受众的比例.Aphenomenonofaudiencebehaviorusuallyexpressedastheratioofastation'scumulativeaudiencetoitsaveragequarterhouraudience.Availableaudience:可得受众在任一时间点确实有可能使用某媒介的总体人数.在实际工作中被定义为确实使用了某媒介的受众.Thenumberofpeoplewhoare,realistically,inapositiontouseamediumatanypointintime.Itiso

5、ftenoperationallydeanedasthoseactuallyusingthemedium(i.e.,PUTorPURlevels).Averageaudiencerating:平均受众视听率....在特定时期内,某媒介或节目平均时间点的视听率.例如:测量仪数据报告的是在一个电视节目中平均每分钟的观众量.Theratingofastationorprogramatanaveragepointintimewithinsomespecifiedperiodoftime.Metereddata,forexample,allowreportsofaudiencesize

6、inanaverageminuteduringatelevisionprogram.AQH(AverageQuarterHour):平均15分钟间隔(AQH)用于报告特定时段内平均受众量的标准时间单位.(如:AQH视听率,AQH受众份额).Thestandardunitoftimeforreportingaverageaudienceestimates(e.g.,AQHrating,AQHshare)withinspecifieddayparts.Awayfromhomelistening:户外收听户外广播收听的预测.通常指车中收听或工作中收听.Estimateofradio

7、listeningthatoccursoutsidethehome.Suchlisteningusuallytakesplaceinacarorworkplace.Basiccable:基本有线电视由有线电视系统以最低收费提供的节目服务,包括:地区电视信号,广告商赞助的有线电视网,以及接通服务.Theprogrammingservicesprovidedbyacablesystemforthelowestofitsmonthlycharges.Theseservicestypicallyincludel