When I was writing reviews, I had to rate every episode at the end of it. However on the personal basis of each anime I watch, it can be easily gauged based on how well it is being produced. Certain production company can produce better quality of animation due to the huge sum of funds sponsored, and hence the company is able to engage a more established director and team of production staff to work on the series.
Anime do not only depend on the artwork, but also inclusive of other factors like music/songs, computer graphics (CG), digital effects (VFX & SFX), etc to determine the degree of entertainment for its viewers.
Another reason for rating to fluctuate is pacing. Many anime are based on the manga adaptation. Thus if the anime is moving too fast, it may eventually catch up to the manga series. Unlike anime series, manga magazine company (such as JUMP) has the privilege of holding temporary cease of publication for such reason as golden week, mangaka's vacation, sickness or personal issues for say a particular day of the week, while anime in Japan are shown through the TV network for nationwide viewing. There is no such thing as to stop a week or two of air time because there is no content to be aired. If a particular series has to stop for a day, the TV station will have to find another show for replacement of the empty slot of air time. Therefore, many viewers will find that in certain period of time, the scene for certain arc starts to drag just to buy time. This is actually very evident when I was watching Naruto, Bleach and the current ongoing One Piece.
Next, we have series which are "axed off" deliberately due to the withdrawal of sponsorship. In such series, it is often presented with ending becoming like a bullet train (high-speed train in Japan) which leaves many dissatisfied viewers.
Generally, all of the above are important determinants of enjoyment level of the series that have been watched or are watching.
I would usually rate a newly-watched and/or long and ongoing series almost after a few episodes and gradually adjust the rating as I continue watching. For short and completed series like those with only 12 or 24 episodes, I can wait till I complete watching all of them before rating since the series can be finished within a day or two.
I think by giving a rating as I watch helps to record my enjoyment level of the series I'm following closely to. I do not have the "fan-boy/girl" or "hater" style of rating.
Though having said the above, the degree of enjoyment varies from individual to individual. I may find a particular series interesting and well presented, while another person may view it as garbage. Sometimes a dislike may not be necessarily be due to the production and its quality, but because the person does not like the personality or certain behaviour of a particular character, and hence gives a lower rating. Obviously this phenomenon can also be vice se versa. haha :)
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