I size my UTH's so that they will cover at least 1/3 of the floor space, but not more than 1/2. Going with 1/2 will give you a little extra UTH length in case you need to set the water bowl over it to help with humidity.
I prefer thermostats because alot of times rheostats need to be adjusted whenever the room temp changes. And sometimes, especially around Spring/Summer, you may find that even on the lowest setting, a rheostat can still be too hot...