媒体评估的量性探讨

A Dimensional Research on Media Evaluation

从受众对媒体接触情形的调查可分三个阶段对媒体作量性评估。在第一阶段，主要就受信机的台数及报刊发行量方面对媒体分布作简要分析：在第二阶段，就开机率、收视率、节目视听众占有率、媒体组合及阅读人口方面对媒体视听众作重点的分析研究；在第三阶段，主要从到达率、暴露频次两方面对广告视听众进行探讨。

This essay provides dimensional evaluation on media from three stages viewed from audience's contact with media. On the first stage, a brief analysis focuses on media distribution according to the number of addresses and circulation of newspapers. On the second stage, a detailed analysis focuses on the HUT, rating, audience share, media mixing and readship. On the third stage, some research is done on advertisement audience from reach and frequency.