Ratings Analysis: Audience Measurement and Analytics is in its fourth edition, and proves to provide valuable information that is clearly presented and easy to understand. Starting with a solid framework for understanding audience research and ratings, the author provides clear definitions and explanations of terminology. Strategies that are utilized for gathering audience data is discussed along with an explanation of the errors that can occur in this process. A large portion of the book focuses on audience measurements, including various calculations and understanding the reasons behind selecting various metrics to analyze. The book concludes with an application of audience measurement in various organizational settings.
Key words: Book Review; audience ratings, audience measurements, ratings analysis, audience analytics
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