Share

Definition

In the context of television, a share refers to the percentage of a specific audience segment that is watching a particular program at a given time, relative to all viewers watching television during that same time period. This metric is crucial for networks and advertisers as it indicates how well a show is performing compared to its competition and helps determine advertising rates and revenue models.

5 Must Know Facts For Your Next Test

1. The share is calculated by dividing the number of viewers watching a specific program by the total number of viewers watching TV at that moment, then multiplying by 100 to get a percentage.
2. A high share indicates that a program is attracting a significant portion of viewers compared to other shows airing at the same time, making it more attractive to advertisers.
3. Networks often use shares to adjust programming schedules, deciding whether to continue, move, or cancel shows based on viewer interest.
4. The share metric can also reflect demographic interests, helping networks target specific audiences more effectively.
5. Shares are particularly important for live events, such as sports broadcasts, where competition for viewership is intense and advertisers want to maximize exposure.

Review Questions

• How does the concept of share impact advertising strategies for television networks?
  • The concept of share directly influences advertising strategies because it reflects how many viewers are engaged with a particular program compared to others. A higher share typically leads to increased demand from advertisers, as it suggests greater exposure to potential customers. Networks use this data to set advertising rates and can prioritize shows with higher shares in their schedules to maximize revenue.
• Discuss how ratings and shares complement each other in measuring TV viewership and their implications for revenue models.
  • Ratings and shares work together to provide a comprehensive view of TV viewership. Ratings show the overall popularity of a program among all television households, while shares reveal how well a program performs against competitors during its broadcast. Together, they help networks understand audience behavior, allowing them to create effective revenue models based on viewer engagement and advertising demand.
• Evaluate the significance of audience shares in shaping the programming decisions of television networks in today's media landscape.
  • Audience shares play a critical role in shaping programming decisions for television networks as they navigate a highly competitive media landscape. With the rise of streaming services and alternative viewing options, networks rely on shares to identify what content resonates with viewers and adjust their lineups accordingly. Analyzing share data allows networks to invest in successful shows while discontinuing those that fail to attract substantial audiences, ultimately impacting their long-term viability and revenue strategies in an evolving market.

Related terms

Rating: A rating measures the total number of households or viewers that are tuned into a program, expressed as a percentage of the total number of households with televisions.

Nielsen Ratings:

A standard measurement system used to determine audience size and composition for television programs, providing critical data for networks and advertisers.

Advertiser Demand: The interest and need from companies to purchase advertising space during television programming, heavily influenced by ratings and shares.