Audience measurement and digitalization: Integrating TV and Internet?

• Autores: Iris Jennes, Jo Pierson
• Localización: International Journal of Digital Television, ISSN-e 2040-4190, Vol. 3, Nº. 2, 2012, págs. 239-252
• Idioma: inglés
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• Resumen

  • The article fits in the broader context of how digitalization affects the television value network and the changing roles of different actors. The focus is on how audiences or users might (or might not) challenge the power relations between these actors. For this we discuss the role of audience measurement in the television business model as well as the challenges for accurate audience measurement due to digitalization. The article begins by describing digitalization and the main consequences for the media environment in general. This overview helps to contextualize the changes and challenges in the television industry. Next we briefly situate some key actors in the television industry (distributors, broadcasters and advertisers) and changes to their position in the value network due to digitalization of television. We relate the latter to changes in audience behaviour in general. Finally we explore the potential challenges in digital TV audience measurement and compare these to the practices and challenges of Internet audience measurement. This way, possibilities and obstructions for audience measurement in the future can be assessed.