Measuring audience reaction in the UK.

Richard Windle
and
Liz Landy
RSL-Research Services Limited, UK

INTRODUCTION

The idea that audience appreciation should be monitored on a continuous basis was born out of the realisation that the size of the audience is not the only criterion that is important. While it has been argued that people only watch programmes that they enjoy previous work has shown that there is not a direct correlation between audience size and audience appreciation - if there were there would be no point in studying audience appreciation on a continuous basis. It has also been argued, rightly or wrongly, that a concentration on the size of the audience leads to a continuous diet of similar programming designed to appeal to the lowest common denominator. A specialist programme aimed at a minority group may be deemed to be a success if it achieves a small audience but a high appreciation score.