Television consumption and its measurement in Spain: a path to hybrid audiences
DOI:
https://doi.org/10.3145/epi.2016.may.07Keywords:
Audience, Television, Audience measurement, Social TV, Social media, Marketing, Advertising, Metamedia, ConvergenceAbstract
Television has transformed through digitization, and as a result, viewers can access content from different devices, which has led to the birth of liquid television. In order to fully understand TV consumption, it is necessary to supplement data from the traditional audience with data from new forms of TV use. This paper discusses techniques for new audience measurement, including asynchronous or linear content consumption, i.e., consumption by the viewer during the scheduled broadcast, and consumption from different screens.
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