Core Target Ratings
Three Key Points (30-Second Summary)
- Definition: Individual television ratings measured within a specific target demographic, typically 13 to 49 years old, who possess high purchasing power.
- Background: Introduced because traditional "household ratings" became skewed toward older generations due to aging demographics, losing correlation with actual product sales.
- Impact: Prompted television stations to shift program planning and content style from elderly-friendly to young and family-oriented audiences.
Why is it drawing attention now?
Historically, television programs were evaluated based on "household ratings." However, with the rise of single-person households and an aging population of TV viewers, a mismatch arose where high household ratings did not mean ads were reaching the active young buyers that sponsors wanted. Consequently, "Core Target Ratings" focusing on the 13–49 age bracket have become paramount. This has revolutionized program evaluation: a show with lower overall household ratings can be highly valued and kept on the air if its core target viewership is solid.
Example Conversation
Person A: "That drama seems to be struggling with a household rating of only 6%."
Person B: "Actually, its core target rating is number one in its time slot. Sponsors prioritize core ratings that reach active spenders, so its internal evaluation is very high."
Comparison with Similar Concepts
| Concept | Features | Difference from Core Target Ratings |
|---|---|---|
| Household Ratings | Percentage of households with TVs tuned to a specific program | Measured per household; does not distinguish who in the family or which age group is watching. |
| Individual Ratings | Percentage of individuals (ages 4+) who watched a specific program | An average across the entire population, without targeting specific age groups. |
Frequently Asked Questions (FAQ)
- Q1: Is the age definition of core target ratings the same everywhere?
- A1: It varies slightly by broadcaster and research firm (e.g., 13–49, 15–49, or "Family Core" 13–59), but it generally refers to active consumers between their teens and late 40s.
Precautions & Proper Usage
- Core target ratings naturally tend to be lower in raw numbers than household ratings (e.g., a household rating of 15% might have a core target rating of 3–5%). This is because the denominator is based on individuals rather than households. Avoid underestimating program value based on raw numbers alone.
About "Core Target Ratings"
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