Real‐Time Ratings ( RTR )

Abstract

Real‐time rating (RTR) methods – also called “real‐time response” or “continuous response measurement” (CRM) – collect judgments or evaluation data from a subject during media exposure (→ Exposure to Communication Content; Audience Research). While questionnaires provide data about the outcome of a perception (e.g., television viewing), RTR focuses on the process of viewing. Besides the application to academic questions of reception research, it is widely used within the media industry for testing → Television programs or movies before they are aired or released. Applications range from commercial television or radio programs, → advertising research, to measuring judgment processes in presidential debates (→ Televised Debates). It can also be used for content analysis of television programs or speeches (e.g., measuring perceived degree of violence, dimensions of characters' behavior, interaction, etc.; → Content Analysis, Quantitative).