Using the codes that MRI makes available, how do I compute a TV daypart half-hour average audience?
The average half-hour audience within a given TV daypart can be computed by dividing the total number of half-hours viewed by the number of half-hours in the daypart. MRI provides the number of half-hours viewed within each daypart in column-numeric format in the “TV Dayparts” section of the codebook, and each daypart is assigned a “divide factor” corresponding to the number of available half-hours within the daypart (e.g.: the “Early Morning” lasts from 7-9AM, and therefore contains 4 half-hours). To calculate the average half-hour audience, simply divide the total half-hours viewed by the divide factor. Depending on the delivery system, the instructions for this will vary; the MEMRI3 system will create this calculation automatically, through the Autocode system.
