The challenge of measuring traditional and digital audiences in a global market

Authors

Jorge Gallardo-Camacho, Universidad Camilo José Cela
César García, Central Washington UniversityFollow
Belén Puebla-Martínez, Universidad Rey Juan Carlos

Department or Administrative Unit

Communication

Document Type

Editorial

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Copyright

© The authors.

Publication Date

1-1-2023

Journal

Mediterranean Journal of Communication

Abstract

This monograph titled Audiences and new forms of broadcast: linear, on-demand, streaming and/or social has five articles that represent the complexity of the phenomenon of audiences across fields and from different perspectives: Traditional television consumption, viewing of Netflix, the social audience of video platforms, the new tastes of viewers for vertical formats driven by mobile phones, and the relationship of influencers with their audiences. This number raises the problem of audience measurement, quantification, and comparison in the new digital age. The measurement of audiovisual audiences faces the problem of the lack of a measurement system accepted in all regions and by all the agents that participate in the production and dissemination of content.

Comments

This editorial was originally published in Mediterranean Journal of Communication. The full-text article from the publisher can be found here.

Recommended Citation

Gallardo-Camacho, J., García, C., & Puebla-Martínez, B. (2023). El reto de la medición de audiencias tradicionales y digitales en un mercado global. Revista Mediterránea de Comunicación, 14(1), 15. https://doi.org/10.14198/MEDCOM.23935