[opendtv] Re: Huh?
- From: John Willkie <johnwillkie@xxxxxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Tue, 21 Mar 2006 18:55:56 +0000 (GMT+00:00)
Al is (of course), right.
I'll table responding to Bob's post, except to say:
1. People watch TV; TV sets do not watch TV. For him to start off with a
response to airplane viewing shows he is attracted to canards: 40,000 people
travel by air in a day, and more and more of those people have access to TV in
the plane, so it becomes another place where mobi tv is less likely than
viewership by homeless people who have stolen mobile phones.
2. It's time for Bob, who has been opining as if he knew something about this
field, to START to understand the terms. Homes using television and People
Using Television isn't a metric about how many homes or people have access to
television. Such a metric is called a penetration figure. And, it isn't 96%
in this country: its in excess of 98%; the 96% figure is how many households in
the U.S. have indoor bathrooms.
HUT and PUT are figures as to how many homes or people are watching television
at a particular moment, or across the time of a program or programs, daypart,
day or week.
And, since education seems to be a need here, cume (cumulative) is a figure as
to how many households tune into a particular signal source over a period of
time, usually across a week.
To continue the effort, to be counted as "viewing", one has to be tuned into a
particular signal source for at least 5 minutes. I offer this up to highlight
that watching a three minute (or shorter) clip will not count as viewing under
the commercial criteria that have existed for more than half a century.
Another way of looking at the effect is that by changing the criteria to rope
in two minute viewers would be cheapening the commercial criteria. Bob and
some broadcasters might like that, but advertisers won't; they pay more for
ratings than do the stations and networks.
John Willkie
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