Audience research in digital societies: Their measurement from advertising point of view
DOI:
https://doi.org/10.3145/epi.2018.mar.17Keywords:
Advertising, Media, Media research, Audience research, Online audiences, Advertising communication, Media planning, International sources, Indicators, Social indicators.Abstract
Audience research is useful for advertising. It facilitates the decision making on the best advertising media to spread a campaign, although the usefulness of the data it provides also depends on the dominant communicative model. In fact, the digital and online component of the current media ecosystem precipitates a new paradigm, as it questions the traditional model of audience measurement. This article explores and describes the gathered information by the audiences studies of 23 countries, with special attention to Spain. The results are discussed in light of the demands of audience measurement of the digital world.
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