What does the term 'Shares' refer to in television ratings?

In the context of television ratings, 'Shares' refer to the percentage of viewers watching a specific program compared to the total number of people actively using their televisions at that time. This measurement is crucial for networks and advertisers, as it indicates how well a program is performing relative to its competition during the same time slot. It provides insight into the program's popularity and helps in assessing the effectiveness of advertising during that particular show.

The concept of shares is distinct from total viewership or demographics, focusing particularly on the program's performance within the competitive landscape of other shows being aired at the same time. Understanding shares can help program producers and networks make informed decisions regarding scheduling, promotion, and content development.