中国大陆地区收视率计算方法

基础研究

基础研究是为了得到被调查地区的详细资料而进行的抽样调查，是保证收视率数据质量的重要环节。

通常，中国大陆地区专业收视率统计机构央视-索福瑞媒介研究有限公司（CSM）会在创建一个新的收视率调查固定样本组之前及创建之后每年（个别小型日记卡城市隔年）对该地区进行基础研究调查。使用较大的样本量对被调查区域内的各项人口统计学特征（如：当地居民的性别比例、年龄分布、职业和收入情况等）及可能对收视行为产生影响的因素（如：收视设备的拥有情况、是否为有线用户、电视频道覆盖率情况及被调查者的常用语言及生活习惯等）进行抽样调查。基础研究的样本是固定样组的抽样框，基础研究的结果——基础研究报告是对固定样组进行轮换和控制的依据。

Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. Sometimes, the term is used as pertaining to practices which help broadcasters and advertisers determine who is listening rather than just how many people are listening. In some parts of the world, the resulting relative numbers are referred to as audience share, while in other places the broader term market share is used. This broader meaning is also called audience research.