Audience migration information can include information about audience members who tuned to, or away from, a station at particular times, and can suggest a rate of change in the average number of audience members over a first time period, and a rate of change in the number of audience members over a second period. Normalized audience migration information, which can indicate a difference between the two rates of change can be generated and used as one of multiple graph plots. The normalized audience migration information can be generated at a server, at a networked computer running a browser, or the like. A graphical user interface (GUI) can be used to display a graphical representation of the audience migration information. Additional panes tied to the content displayed in the graphical representation can also be displayed in the GUI.