在生存与发展两大主题下,各电视台开始不遗余力地追求收视率、分析应用收视率,力图强化竞争实力,增加与广告商对话的筹码。然而,与收视率的分析运用“热潮”相对照的是,由于对收视率的内涵、测量方法、操作技术和规则缺乏了解,一些电视从业人员存在一定“准入”障碍,有时还出现一些错误。 Under the two major themes of existence and development, the television stations have spared no effort in pursuit of audience rating, analysis and application of ratings, sought to strengthen their competitiveness and increase their bargaining power with advertisers. However, in contrast to the “boom” analysis of ratings, some television practitioners have some “barriers to entry” and sometimes because of the lack of understanding of ratings, measurement methods, operational techniques and rules, and sometimes There are also some mistakes.