{"id":36696,"date":"2019-03-28T07:12:11","date_gmt":"2019-03-28T11:12:11","guid":{"rendered":"https:\/\/swling.com\/blog\/?p=36696"},"modified":"2019-03-28T07:12:11","modified_gmt":"2019-03-28T11:12:11","slug":"usagms-increased-audience-a-side-effect-of-changing-measurement-methodology","status":"publish","type":"post","link":"https:\/\/swling.com\/blog\/2019\/03\/usagms-increased-audience-a-side-effect-of-changing-measurement-methodology\/","title":{"rendered":"USAGM’s increased audience: a side-effect of changing measurement methodology"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Many thanks to SWLing Post<\/em> contributor, Kim Andrew Elliott<\/a>, who shares the following article and writes:<\/p>\n

USAGM (US International Broadcasting and Associated Media) reported a 24 percent increase in measured audience in 2018. Why the sudden increase? Did a major war break out? No, the measurement methodology changed …<\/p>\n

https:\/\/www.uscpublicdiplomacy.org\/blog\/usagm-audience-increase-less-startling-meets-eye<\/a><\/p>\n

THE USAGM AUDIENCE INCREASE: LESS STARTLING THAN MEETS THE EYE<\/strong><\/p>\n

by Kim Andrew Elliott<\/p>\n

A February 2019 email newsletter from John Lansing, CEO of the U.S. Agency for Global Media (new name for the Broadcasting Board of Governors) proclaimed that \u201c2018 was a banner year\u201d for USAGM. He noted that \u201cUSAGM programming was consumed by 345 million adults weekly worldwide\u2014including radio, television and internet\u2014an unprecedented year-on-year increase of 67 million from 2017.\u201d This refers to the USAGM\u2019s Audience Impact Overview for 2018 issued November 2018.<\/p>\n

That would be a 24 percent increase in one year. As an international broadcasting audience research analyst for 42 years (10 in academia and 32 for the Voice of America and its parent agencies), a 24 percent \u201cyear-on-year\u201d increase gets my notice. Why there was such a dramatic increase? Did a major war break out, causing people to seek information from abroad? No, nothing beyond the ongoing simmering regional conflicts. Did one of the USAGM entities score a new television affiliate, with a prime-time slot in a populous country? If that had caused the increase, I am sure it would have been highlighted in the report.<\/p>\n

According to the press release (apparently no longer at the USAGM website but available here), \u201cThe measured weekly audience grew to 345 million people in FY 2018, from 278 million people in FY 2017, an unprecedented increase of 67 million.\u201d The reader could easily interpret this as a sudden one-year audience increase of 67 million, but it is actually a change in the \u201cmeasured\u201d audience.[…]<\/p>\n

Click here to continue reading the full article at the USC Center on Public Diplomacy.\u00a0<\/a><\/strong><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Many thanks to SWLing Post contributor, Kim Andrew Elliott, who shares the following article and writes: USAGM (US International Broadcasting and Associated Media) reported a 24 percent increase in measured audience in 2018. Why the sudden increase? Did a major war break out? No, the measurement methodology changed … https:\/\/www.uscpublicdiplomacy.org\/blog\/usagm-audience-increase-less-startling-meets-eye THE USAGM AUDIENCE INCREASE: LESS […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[56,960,3],"tags":[989,7245,7246],"class_list":["post-36696","post","type-post","status-publish","format-standard","hentry","category-broadcasters","category-international-broadcasting","category-news","tag-kim-andrew-elliott","tag-u-s-agency-for-global-media","tag-usagm"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pn3uc-9xS","jetpack-related-posts":[{"id":36710,"url":"https:\/\/swling.com\/blog\/2019\/03\/bbg-watch-former-analyst-challenges-usagm-audience-measurement-methods-claims-of-sharp-increases\/","url_meta":{"origin":36696,"position":0},"title":"BBG Watch: Former Analyst Challenges USAGM Audience Measurement Methods, Claims of Sharp Increases","author":"Thomas","date":"March 28, 2019","format":false,"excerpt":"As a follow-up to our previous post featuring Kim Elliott's commentary, check out the following article by Dan Robinson in BBG Watch: Former Analyst Challenges USAGM Audience Measurement Methods, Claims of Sharp Increases By Dan Robinson A former analyst for the U.S. Agency for Global Media, which oversees taxpayer-funded broadcast\u2026","rel":"","context":"In "Broadcasters"","block_context":{"text":"Broadcasters","link":"https:\/\/swling.com\/blog\/category\/broadcasters\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/swling.com\/blog\/wp-content\/uploads\/2019\/03\/USAGM-BBG-logo-horiz-RGB-hires-1024x312.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/swling.com\/blog\/wp-content\/uploads\/2019\/03\/USAGM-BBG-logo-horiz-RGB-hires-1024x312.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/swling.com\/blog\/wp-content\/uploads\/2019\/03\/USAGM-BBG-logo-horiz-RGB-hires-1024x312.png?resize=525%2C300&ssl=1 1.5x"},"classes":[]},{"id":33775,"url":"https:\/\/swling.com\/blog\/2018\/08\/broadcasting-board-of-governors-bbg-rebranded-as-u-s-agency-for-global-media-usagm\/","url_meta":{"origin":36696,"position":1},"title":"Broadcasting Board of Governors (BBG) rebranded as U.S. Agency for Global Media (USAGM)","author":"Thomas","date":"August 27, 2018","format":false,"excerpt":"(Source: BBG\/USAGM Press Release) WASHINGTON, Aug. 22, 2018 Effective immediately, the Broadcasting Board of Governors (BBG), an independent U.S. government agency that employs thousands of talented journalists, storytellers, and media professionals, is now the U.S. Agency for Global Media (USAGM). The U.S. Agency for Global Media is a modern media\u2026","rel":"","context":"In "Broadcasters"","block_context":{"text":"Broadcasters","link":"https:\/\/swling.com\/blog\/category\/broadcasters\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/swling.com\/blog\/wp-content\/uploads\/2018\/08\/USAGM-Logo-1024x311.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/swling.com\/blog\/wp-content\/uploads\/2018\/08\/USAGM-Logo-1024x311.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/swling.com\/blog\/wp-content\/uploads\/2018\/08\/USAGM-Logo-1024x311.png?resize=525%2C300&ssl=1 1.5x"},"classes":[]},{"id":55618,"url":"https:\/\/swling.com\/blog\/2023\/02\/usagm-congressional-budget-justification-for-2023\/","url_meta":{"origin":36696,"position":2},"title":"USAGM Congressional Budget Justification for 2023","author":"Thomas","date":"February 7, 2023","format":false,"excerpt":"Many thanks to SWLing Post contributor, Lin Robertson, who shares a link to the USAGM Congressional Budget Justification for Fiscal Year 2023. 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