1. MASS COMMUNICATION RESEARCH Pilot Testing and Ratings

2. Pilot Testing  Pilot Testing  Testing a series idea by presenting one or two episodes to an audience to see if the audience likes the concept  Pilot testing also can include made-for-TV movies which, if successful, can be turned into a television series Examples: Example 1 Example 2

3. Ratings  Ratings  Measurements of a specific broadcast audience size  A standard system of rating was developed in the 1940s by A.C. Nielsen  Today over 200 ratings companies exist to provide various ratings and analysis

4. Ratings  Nielsen ratings are gathered one of two ways  Surveys or diaries kept by households  Meters connected to TV sets  In 2005 Nielsen began factoring Tivo use into its ratings  A2/M2 – Program developed by Nielsen to monitor all media use – television, computer, music, cell phones, etc

5. Top Ratings  Highest Rated Television Episode Ever  The Ed Sullivan Show with Elvis Presley The Ed Sullivan Show with Elvis Presley 60 million viewers 82% of households  Highest Annually Rated Show  American Idol (2004-2008)  CSI (2002-2004)  Friends (2001-2002)

6. Criticism of Ratings  Discrepancies between ratings services  Slanted results  Sample selection  Sample percentages selected do not match general population demographics  Hyping  Sweeps weeks place emphasis on one week where the programming is much more sensationalistic to boost ratings  Manipulation of the Sweeps system  The Super Bowl was moved during the 2001-02 season because of the 9/11 attacks  The Super Bowl was aired during the February sweeps and has ever since