Share

Definition

In the context of television and programming, a share refers to the percentage of the audience that is tuned into a particular program at a specific time, compared to the total number of viewers who are watching TV during that period. This metric is crucial for networks as it helps determine a program's popularity and advertising rates. A higher share indicates greater viewer engagement and can influence decisions on acquisition and syndication of programming.

5 Must Know Facts For Your Next Test

1. Shares are calculated during a specific time slot and are based on the number of viewers compared to those actively watching TV at that moment.
2. A high share can lead to increased advertising revenue as advertisers prefer programs that attract larger audiences.
3. Network executives often use share data to make decisions about renewing shows or acquiring new programming.
4. The share metric can vary significantly between different demographics, influencing marketing strategies.
5. Programs with high shares are often more appealing for syndication, as they indicate consistent viewership and popularity.

Review Questions

• How does understanding the concept of share impact a network's decision-making regarding programming?
  • Understanding share is vital for networks because it directly affects their programming strategy and financial decisions. A higher share indicates a strong viewer interest, which can lead networks to renew successful shows or invest in similar programming. Conversely, low shares may prompt networks to reevaluate or cancel underperforming shows, ensuring they maximize their audience and advertising revenue.
• In what ways do ratings and shares differ, and why is it important for networks to consider both when acquiring or syndicating content?
  • Ratings measure the total viewership regardless of how many TVs are turned on, while shares specifically look at the audience tuning in at that moment compared to active viewers. This distinction is important because ratings provide a broader picture of overall interest, while shares indicate immediate engagement. Networks need both metrics to assess a show's potential success; strong ratings may attract interest, but high shares demonstrate viewer loyalty and engagement.
• Evaluate how fluctuations in audience share over time could affect a show's chances of successful syndication.
  • Fluctuations in audience share can significantly impact a show's chances for successful syndication. If a show consistently demonstrates high shares, it becomes an attractive option for syndication due to its proven popularity. However, if the share begins to decline, it might signal waning viewer interest, making it less appealing for syndication deals. Thus, networks must monitor these changes closely to capitalize on popular content while mitigating risks associated with declining programs.

Related terms

Rating: The rating measures the percentage of total households or viewers with TVs who are watching a specific program, regardless of how many TVs are on.

Nielsen Ratings:

A system that collects and analyzes data on TV viewing habits, providing networks with insights into audience sizes and demographics.

Syndication: The sale of the rights to broadcast television shows to multiple networks or stations, often based on their performance metrics like share.