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Audience Economics: Media Institutions and the Audience by Philip Napoli

By Philip Napoli

Targeting the digital media -- tv, radio, and the net -- viewers Economics bridges a considerable hole within the literature by way of offering an built-in framework for knowing a few of the companies considering producing and promoting audiences to advertisers. Philip M. Napoli provides unique examine so that it will solution a number of key questions: • How are audiences synthetic, valued, and bought? • How do advertisers and media corporations are expecting the habit of audiences?• How has the method of measuring audiences developed over time?• How and why do advertisers assign diverse values to segments of the media audience?• How does viewers economics form media content?Examining the connection among the 4 primary actors within the viewers industry -- advertisers, media agencies, shoppers, and viewers dimension enterprises -- Napoli explains the ways that they have interaction with and collectively depend upon one another. He additionally analyzes fresh advancements, akin to the advent of area people meters through Nielsen Media learn and the institution and evolution of viewers dimension platforms for the net. A priceless source for lecturers, scholars, policymakers, and media pros, viewers Economics retains speed with the quick alterations in media and audience-measurement applied sciences so as to supply a radical knowing of the original dynamics of the viewers market at the present time.

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Additional info for Audience Economics: Media Institutions and the Audience Marketplace

Sample text

In-home cable testing involves recruiting a sample of viewers and instructing them to watch a particular cable channel at a particular time. In conjunction with the local cable system, the programmer then transmits the test program at the designated time. After the broadcast, testers interview the participants by telephone to get their reactions to the program (Stipp and Schiavone 1990). Cable testing addresses some weaknesses of the theater testing approach but also has unique shortcomings. Unlike theater tests, cable testing does allow viewers to watch and evaluate a program within the comfort of their own home.

Reducing this uncertainty is central to the audience marketplace. Because the buying and selling of audiences can take place only when buyers and sellers have a tangible and reasonably reliable product to exchange, “uncertainty about the audience must . . be combated at all costs” (Ang 1991:54). In addresing these issues, this chapter includes a study in which I have attempted to identify specific sources of uncertainty in the marketplace for broadcast television audiences. I looked at forecasts for new prime-time network programs and integrated decision-making theory with audience behavior theory in an effort to reach a better understanding of the factors affecting accuracy in the forecasting of television audiences.

1 depicts the audience product as three overlapping spheres. This representation reflects the disconnects that can exist between each component of the audience product. Thus as the figure suggests—and as I will demonstrate—the difficulty inherent in controlling and predicting audience behavior means that a perfect convergence of the predicted audience and the measured audience never exists. Similarly, limitations in the measurement of audience behavior mean that the measured audience provides an imperfect representation of the behavior of the actual audience.

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