Social Media Audience Metrics as a New Form of TV Audience Measurement

Woodford, Darryl, Goldsmith, Ben, & Bruns, Axel (2015) Social Media Audience Metrics as a New Form of TV Audience Measurement. In Lind, Rebecca Ann (Ed.) Produsing Theory in a Digital World 2.0: The Intersection of Audiences and Production in Contemporary Theory. Peter Lang, New York, pp. 141-158.

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Digital media have contributed to significant disruptions in the business of audience measurement. Television broadcasters have long relied on simple and authoritative measures of who is watching what. The demand for ratings data, as a common currency in transactions involving advertising and program content, will likely remain, but accompanying measurements of audience engagement with media content would also be of value. Today's media environment increasingly includes social media and second-screen use, providing a data trail that affords an opportunity to measure engagement. If the limitations of using social media to indicate audience engagement can be overcome, social media use may allow for quantitative and qualitative measures of engagement. Raw social media data must be contextualized, and it is suggested that tools used by sports analysts be incorporated to do so. Inspired by baseball's Sabremetrics, the authors propose Telemetrics in an attempt to separate actual performance from contextual factors. Telemetrics facilitates measuring audience activity in a manner controlling for factors such as time slot, network, and so forth. It potentially allows both descriptive and predictive measures of engagement.

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ID Code: 88931
Item Type: Book Chapter
Keywords: Audience research, Audience measurement, Telemetrics, Sabremetrics, Television, Social Media
ISBN: 9781433127281
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200) > Film Television and Digital Media not elsewhere classified (190299)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Divisions: Current > Research Centres > Digital Media Research Centre
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2015 Peter Lang Publishing, Inc.
Deposited On: 11 Oct 2015 23:06
Last Modified: 31 Oct 2015 17:36

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