Resumo

BECKER, Valdecir. Contradictions between Real-time and Consolidated Audience Ratings: A Problem for Live Programming on Brazilian Television. Palabra Clave [online]. 2014, vol.17, n.3, pp.717-748. ISSN 0122-8285.

This article offers a statistical comparison between real-time and consolidated audience ratings measured in São Paulo, Brazil's most important television market. Based on the need for information to make decisions on live programming, the article questions the validity of ratings measured in real time and notes that all real-time information is updated in consolidated ratings. The conclusion is that real-time ratings are not credible for policy decisions on live programming.

Palavras-chave : Audience measurement; television programming; Brazilian market.

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