Chapter 11 – Evaluation of Media: Television and Radio
75. (p. 386) The weekly Nielsen report shows that 20 million of the 97 million television
households in the U.S. watched American Idol last week even though only half of the
households were actually watching television during this time period. The program rating for
the show is approximately:
76. (p. 386) _____ is defined as one percent of all the television households in a particular area
tuned to a specific program.
Chapter 11 – Evaluation of Media: Television and Radio
77. (p. 386) The percentage of homes in a given area that are watching television during a
specific time period is referred to as:
78. (p. 386) The Boston designated market area (DMA) has approximately 2 million television
households. Audience research shows that 60 percent of these households had their sets
turned on during a particular Saturday evening and 300,000 households were watching the
Boston Celtics in a playoff game. The program rating for the Celtic game in the Boston DMA
is _____ while the share of audience is ____.
Chapter 11 – Evaluation of Media: Television and Radio
79. (p. 386) Assume the television show Grey’s Anatomy had an average national program rating
of 18 during the 2007 season. This means that:
80. (p. 386) The share of a television audience indicates the:
Chapter 11 – Evaluation of Media: Television and Radio
81. (p. 386) There are approximately 900,000 television households in the San Diego County
market. During a Sunday afternoon in October, 50 percent of the households had their
television sets turned on and 200,000 were watching the San Diego Chargers versus
Pittsburgh Steelers NFL football game on Channel 7. The approximate share of audience for
the game would be:
82. (p. 387) Which of the following statements is true about program ratings and share of
audience measures?
Chapter 11 – Evaluation of Media: Television and Radio
83. (p. 387) Today, the Nielsen Television Index provides weekly estimates of networks and
major cable viewing audiences on a national level through the use of an electronic device that
measures what is being watched and by whom. This device is called a(n):
84. (p. 387) _____ provides local audience measurement for television.
Chapter 11 – Evaluation of Media: Television and Radio
85. (p. 387) The Nielsen Station Index (NSI) refers to local television markets as:
86. (p. 388) The ratings periods during which viewing audiences in every television market are
measured by Nielsen are known as:
Chapter 11 – Evaluation of Media: Television and Radio
87. (p. 388) Which of the following statements is true?
88. (p. 389) In 2006, Nielsen Media Research introduced a new media rating system, A2/M2,
or:
Chapter 11 – Evaluation of Media: Television and Radio
89. (p. 389) Nielsen Media Research’s A2/M2 system measures ____, the focused mental and
emotional connection between a consumer, a media vehicle, and a brand’s message.
90. (p. 391) Radio has survived as an advertising medium by:
Chapter 11 – Evaluation of Media: Television and Radio
91. (p. 391) Which of the following statements about radio as an advertising medium is true?
92. (p. 391) Compared to television, radio has:
Chapter 11 – Evaluation of Media: Television and Radio
93. (p. 392) Imagine you have inherited a small motel chain in the New England area. You know
you need to buy advertising, but you have a limited budget. Which of the following will hold
94. (p. 392) The relatively low cost of radio advertising time makes it an effective medium
through which advertisers can build more _____ into their media schedules.
Chapter 11 – Evaluation of Media: Television and Radio
95. (p. 392) An advertiser has a limited budget and wants to reach a well-defined target audience
in a local market area. Which of the following would you recommend as the best alternative?
96. (p. 393) Radio offers high levels of audience selectivity because of:
Chapter 11 – Evaluation of Media: Television and Radio
97. (p. 394) The audio portion of a television commercial is often implanted into the radio spot
for the same product. This is known as:
98. (p. 394) Why do advertisers use the image transfer process in radio advertising?
Chapter 11 – Evaluation of Media: Television and Radio
99. (p. 395) Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and
festivals in which it sets up booths for sampling and giveaways. On which advantage offered
by radio is Mountain Dew capitalizing?
100. (p. 395) Which of the following statements describes a limitation associated with the use of
radio as an advertising medium?
Chapter 11 – Evaluation of Media: Television and Radio
101. (p. 396) A major threat to conventional broadcast radio is:
102. (p. 397) “Commercial-free” blocks of music are a disadvantage for advertisers because:
Chapter 11 – Evaluation of Media: Television and Radio
103. (p. 398) The heaviest users of radio as an advertising medium are:
104. (p. 398) Why would a local radio station air a nationally syndicated program like Rush
Limbaugh?
Chapter 11 – Evaluation of Media: Television and Radio
105. (p. 398) Which of the following dayparts sees the largest radio audiences?
106. (p. 399) The _____ is the average number of people estimated to have listened to a radio
station for a minimum of five minutes during any quarter-hour in a time period expressed as a
percentage of the survey area population.
Chapter 11 – Evaluation of Media: Television and Radio
107. (p. 399) _____ is defined as the estimated total number of different people who listen to a
radio station for a minimum of five minutes in a quarter-hour period within a reported
daypart.
108. (p. 400) Statistical Research’s Inc.’s RADAR: