From A for AGF Videoforschung to Z for zapping, the most important technical terms in video research are explained here.

Market share

The market share is the share of the average viewing participation of the selected evaluation elements in the viewing figures of TV as a whole.

For the calculation of the average market share of evaluation elements, the underlying audience share of the individual evaluation elements must be used. It is not permissible to calculate averages directly via market shares.

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