Viewing Index measures a segment’s level of engagement on each network. It answers the question: “Which networks does my target audience spend the most time on?”.
Below is how the Viewing Index is calculated, using the amount of time a network is watched (example):
- If ALL TV households (including your segment) watched 100,000 hours of TOTAL TV and your Audience Segment makes up to 40,000 of those hours, then your segments share of viewing across TOTAL TV would be 40% (40,000/100,000).
- If ALL households (including your segment) watched 10,000 hours of NETWORK A and your Audience Segments makes up 6,000 of those hours spent on NETWORK A, then your segments share of viewing on NETWORK A would be 60%. (6,000/10,000)
- The viewing index is calculated by dividing your segments share of viewing on NETWORK A (60%) by their share of viewing across TOTAL TV (40%). In this example, 60% divided by 40% would give an Viewing Index of 150.
The higher the Index, the greater engagement your segment has with that specific network.