Ratings Analysis: The Theory and Practice of Audience Research (Lea's Communication Series)

Rating:
Summary: An Interesting Read
Review: I had to read this book for a broadcasting class and it was a treat. "Ratings Analysis" deals with the behind the scenes business of broadcasting. The authors do a good job of presenting the information in an intellectual manner without putting you to sleep. This is actually one "text book" that I have enjoyed reading. The layout of the book is easy to read and to comprehend. It is divided into three parts and from there, the information is broken down even further. Although the authors have tried to present their case in as easy terms as possible, they never sound unintelligent or underestimate their readers' intelligence. One gets the message and the point without feeling that they are being talked down to. The book includes the latest statistics on audience research and data, which is hard to come by in the ever-changing business of broadcasting. I recommend this book for anyone interested in pursuing this field as a career and for those who are just interested in general.

Rating:
Summary: A pleasant surprise
Review: When I imagine a book that brings together statistics, research methodology, social science and modern history, I imagine an excellent antidote to insomnia. But surprisingly, not only did I stay awake through the entire book, I actually learned a few things.

The authors' history of commercial audience research was tight, offering a multitude of insights into where the ratings business might be headed in the Internet age. And the descriptions of research methodology was just right--enough to understand conceptually, without overdoing it.

Following closely on the heels of chapters about ratings used in programming and advertising, the chapter on ratings and financial analysis added almost no value. But the third section, Understanding Audience Behavior, offered some great discussions of specific measurements without burying the reader in too many details.

Overall, Ratings Analysis is the best book on the topic I've seen--a very thorough exploration of the subject without the passive, scholarly tone of too many textbooks.