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Measuring the TV Audience

Audience measurement is very critical to advertisers as well as to the networks and stations. Advertisers need to know the size and characteristics of the audience they are reaching when purchasing a time on a program and the network or station dictates the amount it can charge for a commercial time depending on the audience size and composition.
The size and composition of TV audiences are measured by rating services.
- Television Households: an estimate of the number of households in a market that own a television or a computer that can be used to watch TV shows.
- Program Rating: The percentage of TV households in an area that are tuned to a specific program at a specific time.
- HUT ( Households Using Television): Percentage of homes in a given area where TV is being watched during a specific time.
- Share of Audience: The percentage of households using TV in a specified time period that are tuned to a specific program.

http://www.washingtontimes.com/news/2013/feb/25/harder-and-harder-to-measure-tv-viewership/