What does a rating indicate in audience measurement?

A rating in audience measurement is specifically defined as an estimate of the number of people who are watching or listening to a particular program at a specific time. It provides broadcasters and advertisers with valuable insights into how many individuals are tuning into a show or a radio broadcast as it happens. This metric is crucial for determining the popularity of content and its effectiveness for advertising strategies.

In contrast to the other options, the percentage of viewers compared to the total population pertains more to share metrics or penetration instead of the impact timing referred to by ratings. The total number of people watching a show describes absolute viewership but does not reflect the comparative scale represented in ratings. Meanwhile, average viewership over a season offers a broader view that does not specify the instantaneous audience size, which is what ratings are designed to capture. Therefore, the definition of a rating aligns specifically with real-time viewership estimates.