Rating used by nielson media research company in the measurement of television audience. The cumulative audience rating is based on the cumulative audience as compared to the average or total audience and reflects the unduplicated audience size in 15-minute segments over a 4-week period. For example: If a program has an average cumulative audience rating of 7 for its first quarter hour over the course of a 4-week period, it means that 7% of the total potential audience tuned in to that program at least once during that quarter hour in the 4-week period. See alsoaverage audience rating; rating; total audience rating.

Dictionary of Marketing Terms. Copyright © 2000 by Barron's Educational Series, Inc. All rights reserved.