AUDIENCE MEASUREMENT NM3420 AUDIENCE CONTEXT ANALYSIS 10

Example NM3420 AUDIENCE CONTEXT ANALYSIS I NTRODUCTION Select a Mobile Application ANALYSE Understand the Content Know the Target Audience Notice Understand Target Audience 1.Secondary Research Available information 2. Primary Research Sampling : (Conduct Interview) ANALYSE Apply to your media content Outline the campaign to raise awareness Create small introduction VDO for the campaign

Assignment 45% NM3420 AUDIENCE CONTEXT ANALYSIS I NTRODUCTION Presentation III : 10%: 2 nd April - Maximum of 4 members per group : NOT everyone has to present - Select one of the mobile application - Maximum 10 minutes per group Submit the names and App at the end of the class

Scoring NM3420 AUDIENCE CONTEXT ANALYSIS I NTRODUCTION Presentation I & II - Presentation 5% - Early Questions Submission 3% - App Analysis 2% - Targeting 3% - Interview 2% - Analysis 10% Total 25% Class activities 10% - Class work on research methods 5% - Interview questions & Interviewees names 5%

Scoring NM3420 AUDIENCE CONTEXT ANALYSIS I NTRODUCTION Presentation III (Group) Campaign 15% Final Project VDO 25% Final Exam 25%

-Concept of the uses and gratifications approach -Discussion of your uses and gratifications -Uses and Gratification Approach VS Needs -Characteristic of audiences in the digital media world -Participatory culture (Cont.) Previous Lessons Uses and Gratification Approach Interactive & Digital Media

-Research methodologies (Recap) -Rating systems -Measurement techniques -Measurement errors -Online audience measurement Audience Measurement Content

The Rise of Participatory Culture Web 2.0, the starting of two-way communication Fans and other consumers are invited to actively participate in the creation and circulation of new content. Henry jenkins (2006) What is participatory Culture?

The Rise of Participatory Culture The participatory culture is occurring because of: 1.New technologies that enable audiences to “archive, annotate, appropriate, and recirculate media content” Henry jenkins (2006): 2. The rise of subcultures of do-it-yourself (DIY) media production. 3. “Economic trends favoring the media conglomerates to encourage the flow of images, ideas, and narrative across multiple media channels and demand more active modes of spectatorship.

Threats The Rise of Participatory Culture - Copyrights : Peer-to-peer file sharing network - Instantaneous Feedback - Stronger audience/ consumer empowerment

The Rise of Participatory Culture

Digitalized media has also encouraged the growth new kinds of interactive media experiences that leverage the networked, social aspects of the web, such as online gaming and massively multiplayer online role-playing game (MMORPG). World of Warcraft

The Rise of Participatory Culture 1.Socializers: chatting and interacting with other users 2.Achievers: looking for treasure within the game 3.Explorers: interested in the inner workings of the game 4.Killers: those whose interest simply revolved around imposing their own will on others. Four types of online players Burtle (1996)

MMORPG:Massively multiplayer online role-playing game The Rise of Participatory Culture What keeps the millions of players coming bake again and again is: -The ability to compete against and interact with, millions of other game players around the world in real time. - Players can largely dictate their own movements and goals within the virtual environment. - MMORPGs have transcended the traditional media/producer- audience/consumer dynamic to place the audience in the role of cocreator.

MMORPG The Rise of Participatory Culture Its all about IDENTITY in this 3.0 Era

-Research methodologies (Recap) -Rating systems -Measurement techniques -Measurement errors -Online audience measurement Audience Measurement Content

Audience Research and the Ratings Methodologies Survey Interview Test Observation Conducts studies of consumer preferences, desires, and exposure to a particular media text.

Audience Research and the Ratings Methodologies Survey Interview Test Observation * Ratings system * o Arbitron in broadcast radio. o Nielsen in television and cable TV ratings (and increasingly in online audience measurement).

Measuring Audiences Audience-as-Mass and Audience-as-Market (Target group / consumer) Discussion question: What media products do you like to consume?

Demographic approach Age and media exposure Age TVRadioMaga- zines Comic Books Movies BOOKSNEWSPAPER Read to Them They Read Read to Them They Read Cumulative percentage of children who have begun to use given media by a given age (San Francisco, 1958, N = 754) SOURCE: W. Schramm, J. Lyle, and E. B. Parker. Television in the Lives of Our Children. Stanford, Calif.: Stanford University Press, 1961.

Demographic approach Age and media exposure SOURCE: A composite of five studies drawn by D. F. Roberts in G. Comstock et. al., Television and Human Behavior. New York: Columbia University Press, AgeHours per Day AVERAGE TELEVISION VIEWING BY AGE Discussion question: Younger and older viewer, which one do advertisers love?

Demographic approach Gender and media exposure SOURCE: ANPA study research printed in Murphy, 1977 TotalMenWomen Eating; having a snack47%53%41% Preparing dinner Household chores; cleaning house, etc Talking to spouse; phone conversation9810 Drinking coffee or other beverage7122 Reading newspaper7122 Handcrafts7212 Reading other printed matter462 Miscellaneous; smoked a cigarette510- Total125%123%128% Number of respondents

Demographic approach Education and media exposure Income and media exposure Gender and media exposure

-aims to estimate the size and composition of the audience as clearly and accurately as possible. -all information about audiences is meaningless without interpretation or judgments on behalf of those who gather and use this information. -the core of the ratings system is a highly simplified method of counting who is in the audience for a particular television program at a particular moment. -the ratings operationalize viewing by quantifying audience responses. The ratings structure essentially reduces audience viewing to a simplistic binary choice: watching or not watching. -Nielsen does collect quite a bit of other information about television viewers, such as demographic details (age, gender, socioeconomic status, education, etc.) Audience Research and the Ratings

-Nielsen measures viewing in four 15-minute time blocks. So if you have your TV set turned to a particular channel for a majority of that 15-minute time period, Nielsen counts you as having been exposed to that particular program for that quarter hour block. -Use the household as the unit of analysis Measuring Audience Viewership

Which Program got the highest rating in Thailand? Measuring Audience Viewership Which Program got the highest rating in the US? Which Program got the highest rating in the world?

Reference: Sullivan, John L. Media Audiences: Effects, Users, Institutions, and Power. Los Angeles, CA: Sage, 2013.