Reconfiguring the Audience Commodity

The Institutionalization of Social TV Analytics as Market Information Regime

Bibliographic Data

ID7496004
AuthorsAllie Kosterich (0000-0002-3417-1129, Rutgers, the State University of New Jersey, corresponding author), Philip M Napoli (0000-0001-7308-3044, Rutgers, the State University of New Jersey)
Year2015
Volume17
Issue3
Pages254-271
Publication date2015-08-03
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueTelevision & New Media (JOURNAL)
Journal identifiersISSN: 1527-4764 • E-ISSN: 1552-8316
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/1527476415597480
OpenAlexW2397765537
LanguageEN
Citations received28
References cited24

Changes in the ways that audiences use television, and the ways in which such usage can be measured, raise the possibility of a transformation of the audience commodity, and the currency that fuels the audience marketplace. Specifically, it appears at this point that social media analytics are beginning to play a role in how television program success is measured, and in how advertising dollars are allocated across programs. Essentially, then, the emergence of social TV analytics represents the possibility of a new market information regime taking hold in the audience marketplace. Working from an institutional theoretical framework, this article uses trade materials as a window into industry dynamics and discourses in an effort to provide an account of the recent emergence and usage of social TV analytics in the U.S. television industry and thus explore the process of institutionalization of a new market information regime

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