Which option correctly identifies MxM ratings data as Minute by Minute data?

Which option correctly identifies MxM ratings data as Minute by Minute data?

• A. Multi-channel cross-sectional data
• B. Market exposure metrics
• C. Minute by Minute ratings data
• D. Monthly average ratings data

Answer: (C)

Minute-by-minute data means tracking audience ratings for every minute a program airs. MxM ratings data records a rating at each minute, giving a detailed time series of how many people are watching at every moment. This granularity lets you see exactly when viewership spikes during scenes, commercials, or cliffhangers, and how interest ebbs and flows over the course of the broadcast. The other descriptions don’t fit because they describe different time scales or dimensions: multi-channel cross-sectional data captures multiple channels at a single time point, not minute-by-minute changes; monthly average ratings collapse all viewing into one value for the month; market exposure metrics focus on advertising exposure rather than the minute-level audience for a program.

Minute-by-minute data means tracking audience ratings for every minute a program airs. MxM ratings data records a rating at each minute, giving a detailed time series of how many people are watching at every moment. This granularity lets you see exactly when viewership spikes during scenes, commercials, or cliffhangers, and how interest ebbs and flows over the course of the broadcast. The other descriptions don’t fit because they describe different time scales or dimensions: multi-channel cross-sectional data captures multiple channels at a single time point, not minute-by-minute changes; monthly average ratings collapse all viewing into one value for the month; market exposure metrics focus on advertising exposure rather than the minute-level audience for a program.