How to calculate TV share: complete guide

The share represents the percentage of the audience watching a television program at a specific moment compared to the entire available audience at that same moment. This data is fundamental for television broadcasters and advertising agencies, as it provides information about the popularity of a program and its ability to attract viewers.

In Italy, the collection of television audience data is managed by Auditel, which uses a sampling system called SuperPanel. This system includes 16,100 families distributed throughout Italy, equivalent to approximately 41,000 individuals, representative of the different age groups, economic, and social conditions of Italians.

Share is not an absolute figure but a relative one, and it also takes into account streaming content viewed on computers, smartphones, and other smart devices. This makes the concept of share more complex and dynamic compared to the past, when only traditional television viewership was considered.

Understanding how share is calculated is useful for those working in the television industry, for advertising agencies, and for anyone interested in better understanding the landscape of television and streaming viewership in Italy.

Prerequisites

• Basic knowledge of mathematics to understand the share calculation formula.
• Internet access to consult Auditel's official data.
• Knowledge of terms related to television viewership and streaming.

PROCEDURE: How to Calculate Television Share

By the end of this guide, you will be able to calculate television share using data collected by Auditel.

• Step 1: Identify the number of viewers of a specific television program. This data represents the numerator in the calculation formula.
• Step 3: Apply the share calculation formula: (number of viewers of a program) / (total number of viewers on all different networks at that moment) x 100.
• Step 4: Calculate the result of the formula. The result obtained will be a percentage representing the share of the television program at that given moment.

Practical Example

Imagine that at a given moment 3 million people are watching a television program and that at the same moment there are 10 million people across Italy watching TV.

• Step 1: Number of viewers of the program = 3,000,000.
• Step 3: Apply the formula: (3,000,000 / 10,000,000) x 100.
• Step 4: Calculate the result: 30%.

The share of the television program at that moment is 30%.

VERIFICATION AND TROUBLESHOOTING: How to Test if It Works and What to Do if It Fails

To verify the accuracy of share data and resolve any issues in their interpretation, follow these steps:

• Compare official data: Access the Auditel data page https://www.auditel.it/dati/ and compare the numbers with your predictions or analysis.
• Verify the methodology: Consult the page dedicated to Auditel's methodology https://www.auditel.it/metodologia/ to understand how data is collected and processed.
• Check additional data: Analyze data such as Average Audience (AMR), Penetration, Net Contacts, Minutes Viewed, and Retention to have a comprehensive view of viewership.
• Consider external variables: Take into account factors such as special events, changes in programming, or new streaming platforms that might influence the data.

If the data does not match your expectations or if you encounter discrepancies, make sure to:

• Verify that the data is up-to-date and relevant for the period of interest.
• Check for any calculation or interpretation errors.
• Consider the reliability of Auditel's sample and the representativeness of the families involved.

Educational Summary and Invitation to Practice

Share is a percentage indicating the portion of the audience watching a television program or streaming content at a given moment compared to the total audience. This data is crucial for evaluating the popularity of a program and influences the prices of advertising spots.

• Data collection: Auditel uses a representative sample of 16,100 families (41,000 individuals) through the SuperPanel system and the SDK software for smart devices.
• Streaming: Share also takes into account streaming content, with specific collection methods for smart devices.

To further deepen your understanding, consult the data page and the methodology page of Auditel.

Now that you know all the details, put this information into practice by analyzing television viewership data and experimenting with share calculations. Good luck!