Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that audiences from metro cities are involved in while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall? TV consumption with multitasking/divided attention can be further probed to understand whether the time is right for audience measurement agencies to enter into behaviour based measurement (real audience) in addition to the current head count based measurement.
Venezuela is currently facing curtailed freedom of speech, human rights violations, shortages of essential goods, and ongoing public unrest is under debate, so independent and objective information is sought. Many believe that local media are under continued State harassment, making it a challenge for the remaining private media to creatively connect to a politically divided audience. Our purpose is to show how innovative audience measurement techniques helped Venezuela's second largest TV Channel to successfully navigate this environment, while maintaining audience engagement. Semantic analysis, gathered from viewers' opinions and social media content, combined with "hard" audience measurement analytics, delivered the "soft" insights for gauging engagement within a context of a turbulent society.
What is speech-enabled IVR? IVR is the English acronym for Interactive Voice Recognition or Interactive Voice Response which, in telecommunications, refers to an automatic interaction system that makes interaction between people and computer by applying voice as the linkng element. It may be enabled unidirectionally or bi-directionally. For the Radio Audience study subject of this research paper, the bidirectional voice-enabled interaction approach was applied throughout the entire data collection phase.
This issue looks at digital communications and audience measurement and asks how rapidly are audiences emigrating to online? Does this mean the gradual death of print? Which generations and regions are most affected and how are brands keeping up with these trends?
The London Olympic Games was the major global sporting event of 2012 with four million viewers expected for the opening ceremony. Social media now plays a prominent role in TV, and is key for brands, active in social media arenas, to understand how to mobilise the power of social media exposure, utilise it to increase engagement, and affect the legacy of the brand in a positive way. Brands regularly associate themselves with major sporting events around the globe, and these social interactions have the opportunity to affect relationships between the audience and brands to a higher degree than ever before. Through the delivery of successful social media activity around an event, brands can create advocacy for their brand long after the event has finished.