Understanding  Persons Using Television (PUT)

As the world becomes more digitally inclined, traditional mediums like television continue to attract the Broadcast Audience. Persons using television (PUT) is a metric that measures how many individuals watch a particular program or channel during a specific time frame. Media Planning and Media Buying rely heavily on PUT as it is used to determine TV Ratings and also serves as a basis for Traditional Advertising. In this post, we'll answer the six most popular questions about "Persons using television (PUT)".

What is Persons Using Television (PUT)?

Persons using television (PUT) refers to the number of individuals who tune in to watch a particular program or channel at a specific time. PUT is an important metric used in media planning and media buying as it helps determine TV Ratings.

How are TV Ratings determined?

TV Ratings are determined by measuring the number of Persons Using Television (PUT) who tune in to watch a particular program or channel at a specific time. Nielsen is one of the leading companies that tracks TV ratings across the United States.

Why is PUT important in Media Planning?

Media Planning relies heavily on PUT as it helps media planners understand how many people are watching a particular program or channel. This information helps media planners determine which programs or channels are best suited for their advertising campaign.

How does PUT impact Media Buying?

Media Buying uses PUT to understand which programs or channels will reach the desired target audience. Advertisers use this information to negotiate better rates with media companies and make informed decisions when selecting which programs or channels to advertise on.

What is Traditional Advertising?

Traditional Advertising refers to any form of advertising that uses traditional mediums such as television, radio, print, and billboards. Traditional advertising has been around for decades and continues to be an effective way for businesses to reach their target audience.

How does PUT impact Traditional Advertising?

PUT is an essential metric used in Traditional Advertising as it helps advertisers understand which programs or channels their target audience is watching. Advertisers can then make informed decisions about where to place their ads based on this information.


  • "Advertising Media Planning" by Jack Zanville Sissors and Roger B. Baron
  • "Effective Advertising: Understanding When, How, and Why Advertising Works" by Gerard J. Tellis
  • "Television Ratings Guidebook" by Greg Balla
  • "The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand" by Ekaterina Walter and Jessica Gioglio
  • "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein
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