Appreciation Index

<h2 id="history">History</h2>
In 1936, the <a href="/facts/British_Broadcasting_Corporation/qFateIz8">BBC</a> began conducting surveys of its radio and television audiences. The intention was not to count the number of listeners or viewers, but to gauge opinion on the programmes themselves. The BBC used volunteers, who kept diaries of their listening and viewing habits, submitting them to the corporation periodically. From these, the first Appreciation Indexes were calculated and privately made known to the programme-makers.<a class="footnote-ref" id="fnref:14" href="#fn:14">14</a>
A flaw in the method became apparent when programmes with low audience numbers were left with a small, yet loyal, core of fans. These would give the programme an inflated AI. When commercial television launched in Britain in 1955, advertisers were less concerned about attitudes to programmes than they were about viewing figures, and this marked the start of the frequent measurement of audience totals.<a class="footnote-ref" id="fnref:15" href="#fn:15">15</a> With the establishment of commercial television, individual broadcasters began to gather their own ratings data, as well as viewer opinion in the form of the AI, until 1981, when the major industry players set up the <a href="/facts/Broadcasters%2527_Audience_Research_Board/SJ6zQPD2">Broadcasters' Audience Research Board</a> (BARB) to compile this information. In 2002, BARB ceased to compile AI data; currently the BBC commissions its own research.

<h2 id="method">Method</h2>
Under BARB, viewing diaries were sent to 2,000 people on a panel made up of members of the public each week, with a further four panels consisting of 1,000 people each receiving diaries every four weeks.<a class="footnote-ref" id="fnref:16" href="#fn:16">16</a>
Since 2005 the panel has been recruited and administered online by <a href="/facts/GfK_NOP/LfAj8Age">GfK NOP</a>, for the <a href="/facts/BBC/qFateIz8">BBC</a> Audience Research Unit as a daily survey called Pulse, a panel of around 20,000 people (16+) who are invited to complete a survey every day to say what they have watched and listened to, and what they thought of each programme. Pulse measures a wide range of BBC and competitor stations.<a class="footnote-ref" id="fnref:17" href="#fn:17">17</a> The daily reporting panel is weighted for age, social grade, sex, presence of children, region and the household digital type on a daily basis to ensure it is representative of the UK as a whole. The main Pulse measure, the AI or Appreciation Index, is obtained by respondents being asked to mark out of 10 each of the programmes they watched or listened to the previous day, where 10 is the highest score and 1 the lowest. The average of all these marks out of 10 for a programme is then multiplied by 10 to give an Appreciation score (AI). For example, when aggregating scores for all programmes together for BBC TV (as of March 2011), the average score is 8.2, which gives an AI of 82.
The panel enables the BBC to collect over 5,000 responses a day on TV and radio programmes.<a class="footnote-ref" id="fnref:18" href="#fn:18">18</a> Panelists are encouraged, by means of a prize draw reward scheme, to log in at least ten times in any one month.
At this time only a limited number of TV channels are covered by this rating system, and only broadcasts watched live, or in recorded form the same day, are given AI scores. More extensive surveys, covering more channels and including programmes recorded for viewing within a week of broadcast, are occasionally carried out by smaller panels.
Additional measures include ratings for the quality and distinctiveness of the programmes. There are a selection of other questions that form part of the survey – some that are always asked, and some that may be asked depending on the programme. An example of the former is to note how much of each programme was watched, using a scale of 1–10, where '10' means that the viewer watched it all, and '1' means that they watched very little. Also of key importance to the <a href="/facts/BBC/qFateIz8">BBC</a> is to find out whether the viewers considered a programme to be of 'high quality'.<a class="footnote-ref" id="fnref:19" href="#fn:19">19</a> An example of the latter would be a question designed to gauge whether the viewer 'learned something new'. Viewers are also asked to rate how much effort they took to view the programme—whether they made a special effort, just some effort, or watched it because it was on.<a class="footnote-ref" id="fnref:20" href="#fn:20">20</a>
An extensive study undertaken by the BBC into how people score programmes and what variables help to make up an AI score found that one of the leading factors in determining an AI score was whether a programme was deemed to be "high quality". Other factors such as the amount of effort people take to view the programme or whether viewers found it entertaining were also important.<a class="footnote-ref" id="fnref:21" href="#fn:21">21</a>
The study found that scores can be affected in different ways for different types of programme. The score for a sport programme can depend on which team a panellist supports and who won or lost. Scores for a programme can vary according to how long a show has been running, so a new comedy will typically start with a lower average score and then increase over time as viewers become accustomed to the characters and settings.
The study found that changes in the TV market, such as the expanded choice offered by digital TV, the introduction of HD and the increased use of PVRs and catch up services such as <a href="/facts/BBC/qFateIz8">BBC</a> <a href="/facts/IPlayer/loogDgNr">iPlayer</a>, have helped to increase the quality of the TV watching experience, and this in turn has improved average AI scores. People typically give programmes they have recorded, or have viewed in HD, a higher score than the same programme watched live or in standard definition. <a href="/facts/BBC_HD/a3pvMedo">BBC HD</a> has a higher average AI (85 – as of March 2011) than any other <a href="/facts/BBC/qFateIz8">BBC</a> channel.

<h2 id="see-also">See also</h2>
<ul><li><a href="/facts/Broadcasters%2527_Audience_Research_Board/SJ6zQPD2">Broadcasters' Audience Research Board</a></li>
<li><a href="/facts/Audience_measurement/uANUFbEE">Audience measurement</a></li>
<li><a href="/facts/Nielsen_ratings/PJ1HH4H8">Nielsen ratings</a></li></ul>

<h2 id="external-links">External links</h2>
<ul><li><a href="http://www.barb.co.uk/">BARB website</a></li>
<li><a href="https://www.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/audienceinformation/">BBC Audience Information</a></li></ul>

<h2 id="references">References</h2>

<ol>
<li id="fn:1">"Television Appreciation Survey Website". GfK. Archived from the original on 24 September 2020. <a href="https://web.archive.org/web/20200924102803/https://www.gfk.com/blog/2016/08/appreciation-panels-check-tv-audiences-views" target="_blank">https://web.archive.org/web/20200924102803/https://www.gfk.com/blog/2016/08/appreciation-panels-check-tv-audiences-views</a> <a href="#fnref:1" class="footnote-back-ref">↩</a></li>
<li id="fn:2">"Measuring and monitoring public value–the BBC approach]". <a href="https://www.slideshare.net/shaunday/medientage-munchen-presentation-2008-rqiv" target="_blank">https://www.slideshare.net/shaunday/medientage-munchen-presentation-2008-rqiv</a> <a href="#fnref:2" class="footnote-back-ref">↩</a></li>
<li id="fn:3">Matthewman, Scott (19 January 2010). "Between a rating and a hard place". The Stage. London. Archived from the original on 25 May 2010. Retrieved 10 May 2010. <a href="https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/" target="_blank">https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/</a> <a href="#fnref:3" class="footnote-back-ref">↩</a></li>
<li id="fn:4">Matthewman, Scott (19 January 2010). "Between a rating and a hard place". The Stage. London. Archived from the original on 25 May 2010. Retrieved 10 May 2010. <a href="https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/" target="_blank">https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/</a> <a href="#fnref:4" class="footnote-back-ref">↩</a></li>
<li id="fn:5">McLean, Gareth (1 June 2009). "How do I rate thee? Let me count the ways". The Guardian. London. Archived from the original on 22 January 2016. <a href="https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings" target="_blank">https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings</a> <a href="#fnref:5" class="footnote-back-ref">↩</a></li>
<li id="fn:6">"Inside the BBC – Audience Information". BBC. Archived from the original on 26 April 2013. <a href="https://web.archive.org/web/20130426023258/https://www.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/audienceinformation/" target="_blank">https://web.archive.org/web/20130426023258/https://www.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/audienceinformation/</a> <a href="#fnref:6" class="footnote-back-ref">↩</a></li>
<li id="fn:7">"Inside the BBC – Audience Information – April–June 2013". BBC. Archived from the original on 22 August 2014. <a href="https://web.archive.org/web/20140822061435/https://www.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/audienceinformation/april-june2013.html" target="_blank">https://web.archive.org/web/20140822061435/https://www.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/audienceinformation/april-june2013.html</a> <a href="#fnref:7" class="footnote-back-ref">↩</a></li>
<li id="fn:8">McLean, Gareth (1 June 2009). "How do I rate thee? Let me count the ways". The Guardian. London. Archived from the original on 22 January 2016. <a href="https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings" target="_blank">https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings</a> <a href="#fnref:8" class="footnote-back-ref">↩</a></li>
<li id="fn:9">"BBC Annual Report 2008/2009" (PDF). BBC. Archived from the original (PDF) on 30 October 2012. Retrieved 10 May 2010. <a href="https://web.archive.org/web/20121030094854/http://downloads.bbc.co.uk/annualreport/pdf/bbc_trust_2008_09.pdf" target="_blank">https://web.archive.org/web/20121030094854/http://downloads.bbc.co.uk/annualreport/pdf/bbc_trust_2008_09.pdf</a> <a href="#fnref:9" class="footnote-back-ref">↩</a></li>
<li id="fn:10">Matthewman, Scott (19 January 2010). "Between a rating and a hard place". The Stage. London. Archived from the original on 25 May 2010. Retrieved 10 May 2010. <a href="https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/" target="_blank">https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/</a> <a href="#fnref:10" class="footnote-back-ref">↩</a></li>
<li id="fn:11">McLean, Gareth (1 June 2009). "How do I rate thee? Let me count the ways". The Guardian. London. Archived from the original on 22 January 2016. <a href="https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings" target="_blank">https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings</a> <a href="#fnref:11" class="footnote-back-ref">↩</a></li>
<li id="fn:12">Matthewman, Scott (19 January 2010). "Between a rating and a hard place". The Stage. London. Archived from the original on 25 May 2010. Retrieved 10 May 2010. <a href="https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/" target="_blank">https://web.archive.org/web/20100525085854/http://blogs.thestage.co.uk/tvtoday/2010/01/between-a-rating-and-a-hard-place/</a> <a href="#fnref:12" class="footnote-back-ref">↩</a></li>
<li id="fn:13">McLean, Gareth (1 June 2009). "How do I rate thee? Let me count the ways". The Guardian. London. Archived from the original on 22 January 2016. <a href="https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings" target="_blank">https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings</a> <a href="#fnref:13" class="footnote-back-ref">↩</a></li>
<li id="fn:14">Andy Beckett (20 November 2001). "Numbers game". The Guardian. London. Archived from the original on 10 May 2014. Retrieved 9 January 2008. <a href="https://web.archive.org/web/20140510022109/https://www.theguardian.com/media/2001/nov/20/broadcasting.g2" target="_blank">https://web.archive.org/web/20140510022109/https://www.theguardian.com/media/2001/nov/20/broadcasting.g2</a> <a href="#fnref:14" class="footnote-back-ref">↩</a></li>
<li id="fn:15">Andy Beckett (20 November 2001). "Numbers game". The Guardian. London. Archived from the original on 10 May 2014. Retrieved 9 January 2008. <a href="https://web.archive.org/web/20140510022109/https://www.theguardian.com/media/2001/nov/20/broadcasting.g2" target="_blank">https://web.archive.org/web/20140510022109/https://www.theguardian.com/media/2001/nov/20/broadcasting.g2</a> <a href="#fnref:15" class="footnote-back-ref">↩</a></li>
<li id="fn:16">"ITC Notes". Ofcom. Archived from the original on 13 February 2008. Retrieved 8 January 2008. <a href="http://www.ofcom.org.uk/static/archive/itc/itc_publications/itc_notes/view_note66.html" target="_blank">http://www.ofcom.org.uk/static/archive/itc/itc_publications/itc_notes/view_note66.html</a> <a href="#fnref:16" class="footnote-back-ref">↩</a></li>
<li id="fn:17">"BBC Audience Information January – March 2011" (PDF). BBC. Retrieved 3 October 2011. <a href="http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf" target="_blank">http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf</a> <a href="#fnref:17" class="footnote-back-ref">↩</a></li>
<li id="fn:18">"BBC Audience Information January – March 2011" (PDF). BBC. Retrieved 3 October 2011. <a href="http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf" target="_blank">http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf</a> <a href="#fnref:18" class="footnote-back-ref">↩</a></li>
<li id="fn:19">"Inside the BBC – Audience Information". BBC. Archived from the original on 26 April 2013. <a href="https://web.archive.org/web/20130426023258/https://www.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/audienceinformation/" target="_blank">https://web.archive.org/web/20130426023258/https://www.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/audienceinformation/</a> <a href="#fnref:19" class="footnote-back-ref">↩</a></li>
<li id="fn:20">McLean, Gareth (1 June 2009). "How do I rate thee? Let me count the ways". The Guardian. London. Archived from the original on 22 January 2016. <a href="https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings" target="_blank">https://web.archive.org/web/20160122203448/https://www.theguardian.com/media/2009/jun/01/television-ratings</a> <a href="#fnref:20" class="footnote-back-ref">↩</a></li>
<li id="fn:21">"BBC Audience Information January – March 2011" (PDF). BBC. Retrieved 3 October 2011. <a href="http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf" target="_blank">http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf</a> <a href="#fnref:21" class="footnote-back-ref">↩</a></li>
</ol>

Appreciation Index open-in-new

Appreciation Index