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Appreciation Index

The Audience Appreciation Index ( AI ) is an indicator measured from 0 to 100 of the public's appreciation for a television or radio programme, or broadcast service, in the Unit...

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The Audience Appreciation Index (AI) is an indicator measured from 0 to 100 of the public's appreciation for a television or radio programme, or broadcast service, in the United Kingdom.

Until 2002, the AI of a programme was calculated by the Broadcasters' Audience Research Board (BARB), the organisation that compiles television ratings for the major broadcasters and advertisers in the UK. Currently the AI is produced as part of an online Television Appreciation Survey, on behalf of the BBC Audience Research Unit, by GfK NOP.[1][2]

As the individual ratings that produce the AI of a programme are recorded online the day after broadcast, the resulting score is usually available two days after broadcast, though these scores are not generally made public by the BBC.[3] The AI is considered especially useful for assessing the level of appreciation by viewers for programmes made for small or specialist audiences. If a television programme has performed only passably in the ratings, yet achieves a high AI, it can help to determine whether the programme should be recommissioned.[3][4]

On average, programmes aired on the BBC's four main television channels (BBC One, BBC Two, BBC Three and BBC Four) for the period April–June 2013 received an AI rating of 82.3 and radio programmes received an AI rating of 79.9.[5][6] The average AI for a drama programme on UK television channels BBC One and ITV1 was reported, in 2009, to be 84.[4] Programmes with specialist appeal will often score higher ratings. Internal guidance to BBC production staff is that an AI of 85 or over is to be considered excellent, over 90 is exceptional, 60 or less is poor, and less than 55 is very poor. Sometimes a programme will not garner an AI, as the response for that programme may have been too small.[7] Nor is the AI a conclusive measure; while it is valuable for comparisons within a particular programme category, comparisons between the AIs of different programme types (e.g. dramas with quiz shows) carry no weight.

Las puntuaciones de IA en los 90 son menos comunes, aunque esto es menos frecuente en la programación de nicho y dirigida a un número limitado de espectadores, como las importaciones estadounidenses en canales más pequeños (como Sky1 ), o en programas especializados o algunos dramas muy populares. [ 3 ] [ 4 ] [ 8 ] La puntuación más alta registrada hasta finales de 2009 fue de 97 para una importación estadounidense en Sky1. Las puntuaciones inferiores a 30 son muy raras, aunque algunas emisiones políticas de partidos han recibido puntuaciones de IA en los 20. Una crítica al valor más general de las puntuaciones de IA es que las audiencias tienden a ver los programas que les gustan o esperan que les gusten, y por lo tanto tienden a puntuarlos bien. [ 4 ]

Historia

En 1936, la BBC comenzó a realizar encuestas a sus audiencias de radio y televisión. El objetivo no era contabilizar el número de oyentes o telespectadores, sino evaluar la opinión sobre los programas en sí. La BBC contó con voluntarios que llevaban un registro de sus hábitos de escucha y visualización, enviándolo periódicamente a la corporación. A partir de estos registros, se calcularon los primeros Índices de Apreciación , que se dieron a conocer de forma privada a los productores de los programas. [ 9 ]

Se hizo evidente un fallo en el método cuando los programas con baja audiencia se quedaron con un pequeño, pero fiel, grupo de seguidores. Estos darían al programa un índice de audiencia inflado. Cuando la televisión comercial se lanzó en Gran Bretaña en 1955, a los anunciantes les preocupaban menos las actitudes hacia los programas que las cifras de audiencia, y esto marcó el comienzo de la medición frecuente de los totales de audiencia. [ 9 ] Con el establecimiento de la televisión comercial, las emisoras individuales comenzaron a recopilar sus propios datos de rating, así como la opinión de los espectadores en forma de índice de audiencia, hasta 1981, cuando los principales actores de la industria crearon el Broadcasters' Audience Research Board (BARB) para recopilar esta información. En 2002, BARB dejó de recopilar datos de índice de audiencia; actualmente la BBC encarga su propia investigación.

Método

Bajo el programa BARB, se enviaban diarios de visualización a 2000 personas en un panel compuesto por miembros del público cada semana, y otros cuatro paneles compuestos por 1000 personas cada uno recibían diarios cada cuatro semanas. [ 10 ]

Since 2005 the panel has been recruited and administered online by GfK NOP, for the BBC Audience Research Unit as a daily survey called Pulse, a panel of around 20,000 people (16+) who are invited to complete a survey every day to say what they have watched and listened to, and what they thought of each programme. Pulse measures a wide range of BBC and competitor stations.[11] The daily reporting panel is weighted for age, social grade, sex, presence of children, region and the household digital type on a daily basis to ensure it is representative of the UK as a whole. The main Pulse measure, the AI or Appreciation Index, is obtained by respondents being asked to mark out of 10 each of the programmes they watched or listened to the previous day, where 10 is the highest score and 1 the lowest. The average of all these marks out of 10 for a programme is then multiplied by 10 to give an Appreciation score (AI). For example, when aggregating scores for all programmes together for BBC TV (as of March 2011), the average score is 8.2, which gives an AI of 82.

The panel enables the BBC to collect over 5,000 responses a day on TV and radio programmes.[11] Panelists are encouraged, by means of a prize draw reward scheme, to log in at least ten times in any one month.

At this time only a limited number of TV channels are covered by this rating system, and only broadcasts watched live, or in recorded form the same day, are given AI scores. More extensive surveys, covering more channels and including programmes recorded for viewing within a week of broadcast, are occasionally carried out by smaller panels.

Additional measures include ratings for the quality and distinctiveness of the programmes. There are a selection of other questions that form part of the survey – some that are always asked, and some that may be asked depending on the programme. An example of the former is to note how much of each programme was watched, using a scale of 1–10, where '10' means that the viewer watched it all, and '1' means that they watched very little. Also of key importance to the BBC is to find out whether the viewers considered a programme to be of 'high quality'.[5] An example of the latter would be a question designed to gauge whether the viewer 'learned something new'. Viewers are also asked to rate how much effort they took to view the programme—whether they made a special effort, just some effort, or watched it because it was on.[4]

An extensive study undertaken by the BBC into how people score programmes and what variables help to make up an AI score found that one of the leading factors in determining an AI score was whether a programme was deemed to be "high quality". Other factors such as the amount of effort people take to view the programme or whether viewers found it entertaining were also important.[11]

The study found that scores can be affected in different ways for different types of programme. The score for a sport programme can depend on which team a panellist supports and who won or lost. Scores for a programme can vary according to how long a show has been running, so a new comedy will typically start with a lower average score and then increase over time as viewers become accustomed to the characters and settings.

The study found that changes in the TV market, such as the expanded choice offered by digital TV, the introduction of HD and the increased use of PVRs and catch up services such as BBCiPlayer, have helped to increase the quality of the TV watching experience, and this in turn has improved average AI scores. People typically give programmes they have recorded, or have viewed in HD, a higher score than the same programme watched live or in standard definition. BBC HD has a higher average AI (85 – as of March 2011) than any other BBC channel.

See also

References

  1. ↑"Television Appreciation Survey Website". GfK. Archived from the original on 24 September 2020.
  2. ↑"Measuring and monitoring public value–the BBC approach]".
  3. 123Matthewman, Scott (19 January 2010). "Between a rating and a hard place". The Stage. London. Archived from the original on 25 May 2010. Retrieved 10 May 2010.
  4. 12345McLean, Gareth (1 June 2009). "How do I rate thee? Let me count the ways". The Guardian. London. Archived from the original on 22 January 2016.
  5. 12"Inside the BBC – Audience Information". BBC. Archived from the original on 26 April 2013.
  6. ↑"Inside the BBC – Audience Information – April–June 2013". BBC. Archived from the original on 22 August 2014.
  7. ↑"BBC Annual Report 2008/2009"(PDF). BBC. Archived(PDF) from the original on 30 October 2012. Retrieved 10 May 2010.
  8. ↑Matthewman, Scott (19 January 2010). "Between a rating and a hard place". The Stage. London. Archived from the original on 25 May 2010. Retrieved 10 May 2010.
  9. 12Andy Beckett (20 November 2001). "Numbers game". The Guardian. London. Archived from the original on 10 May 2014. Retrieved 9 January 2008.
  10. ↑"ITC Notes". Ofcom. Archived from the original on 13 February 2008. Retrieved 8 January 2008.
  11. 123"BBC Audience Information January – March 2011"(PDF). BBC. Retrieved 3 October 2011.
  • BARB website
  • BBC Audience Information