随着网络视频、手机电视等新媒介迅猛发展,媒体业内对“唯收视率”的讨论也愈加激烈。因此,在新媒介环境下客观认识收视率数据及其承载的媒体价值显得尤为重要。对于传统电视媒体而言,电视人可以充分利用收视率数据深入了解受众需求、指导电视节目生产或购买、对电视台节目进行绩效考评等等。相比以往,如今收视率数据体系更加细化,数据的参考标准逐渐从原先机械样本统计开始向更加人性化的测量方法上转变,对于观众收视效果的反馈也更具即 With the rapid development of new media such as online video and mobile TV, the media industry has also become more heatedly discussing the “exclusive audience rating.” Therefore, it is particularly important to objectively understand the audience rating data and the value of the media it hosts under the new media environment. For the traditional TV media, TV users can make full use of audience data to understand the needs of the audience, guide the production or purchase of television programs, television program performance evaluation and so on. Compared to the past, now the ratings data system more refined, the data reference standard gradually from the original mechanical sample statistics to the more humane measurement methods on the change, the feedback for audience ratings more