Audience Measurement and Media Fragmentation

Audiences are an ephemeral entity unless counted. However, how they are counted influences how we interpret their behavior. This in turn influences what content is produced, what commercial messages are delivered. In other words the entire “institutional field” of media, marketing and advertising is affected by how we count media audiences. I have been looking at practices in audience measurement as audiences fragment across and within platforms. Globally. Here you will read about this line of work.

  • Study 1: Evolving Audience Information Systems: From Mono Media to Multi Media Measurement Abstract: This paper explores how the practice of audience measurement worldwide is responding to evolving media environments. Media industries have been constantly innovating to keep pace with changing consumption patterns and technological shifts. We identify four key challenges confronting present day audience information systems that motivate our research. Proceedings of major international industry wide trade conferences where practitioners showcase new initiatives were utilized to study cases from 5 diverse media markets. In the light of these challenges, the paper assesses how effective have such attempts been for various stakeholders who use audience information systems. Finally we outline the need for further research on institutional factors that may shape the future adoption of these systems.  Paper published in International Journal on Media Management
  • Study 2: Contesting Market Information Regimes : Simultaneous Use of Two Ratings Systems in the Indian Television Market: Abstract : The co-existence of two audience measurement systems is a common occurrence when media markets go through a transition, before they settle for one of them as currency. Yet how the two systems are utilized in the industry is an understudied area. This study therefore examines how television industry executives simultaneously make use of information available from two competing ratings services that currently exist in India. Interviews with industry professionals revealed that although there is a general recognition of one system as the advertising market currency, which provides weekly ratings, the second system, which gives overnight ratings, is selectively used by some broadcasters for improving network performance. The study thus demonstrates that two systems can continue to exist in a media market so long as they serve distinct institutional interests. Paper published in Journal of Media Economics
  • Presentation at AEJMC Chicago, 



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