ABSTRACT
Cumulative measures are the second kind of audience summary that a ratings analyst has to deal with. These measures of exposure are distinguished from gross measures because they depend on tracking individual audience members over some period of time. Although some cumulative measures are routinely reported by the ratings services, they are less common than the gross measurements we have just reviewed. Nevertheless, we believe that thoughtful analyses of cumulative measures can provide an analyst with considerable insights into the nature of audience behavior and its possible effects.
