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Name
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E-mail address
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Topic of lab
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For today's media planning lab exercise, your major responsibility was to learn more about the organizations that provide the
audience research and data that media planners use in order to identify and select the right target market.
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Exercise 15: INTRODUCTION TO NIELSEN
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The major objective of this media planning lab exercise is to acquaint you with one of many reports that Nielsen generates. Data obtained in this report are used to help media buyers make the best buys for
the target audience.
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What is the total number of women age 25 - 54 in homes with $75,000+ income?
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What is the total number of children agen 6 - 11
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Look at the data for both men and women age 18 - 34. Are there more in the northeast or in the pacific? Provide your total audience figure (i.e., 6.53 million total men and women age 18 - 34)
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How many weeks was Will and Grace broadcast this month?
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Which week(s) did not have a broadcast of "Will & Grace"?
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What is the rating for "Whose Line Is It Anyway?" for TOTAL US HOUSEHOLDS?
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Skip to question 9. Using data from VPVH table, identify whichof the two demo groups is strongest for "Whose Line is it Anyway?" Write in your data
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Question 10. You can only buy one. Which one would you chose and why?
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What are your thoughts about this assignment? What did you learn from this assignment?
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EXERCISE 16: NIELSEN'S POCKETPIECE
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1. Which program has a significantly lower clearance or coverage than all the others?
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2. How does the current week's AVG AUD% (9.4) compare with the quarter and AVG AUD% for premiere to date (C)?
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3. What happend to the audience in the second half-hour of the show "West Wing?" (hint: refer to your Sissors textbook for the complete answer to this).
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4. What three programs have weaker avg aud% ratings for the current week?
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Now go to question 6. Find the HH rating and share for Will & Grace and Texas Ranging. Calculate the HUT for each.
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Will & Grace HUT
Texas Ranger HUT
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Which program has the highest rating?
Which program has the highest share?
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Take a few minutes and reflect on exercise 16. What did you think about this assignment? Specifically, what did you learn? Are there aspects or areas that you would like to spend more time on
and expand upon?
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Submit your answers to the exercises.
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