La medición de las audiencias de televisión en la era digital

Abstract

The introduction of the digital terrestrial television (DTT) in Chile brings new problems to the television audience measurement process. In a multisignal context, with the emergence of new contents and squarely in front of the contemporary technological convergence, the correct representation of the viewing behaviors faces unprecedented methodological challenges. This creates the conditions for developing new methodologies as a result of professional experience and research in the field itself. Thus, the TV audience measurement in Chile takes a new methodological approach, through the "Audio Matching". With this, the measurement through audimeters (people meters) enters a new era, facing the dual challenge of analog and digital measurement in a mixed television broadcast. In addition, it does respond effectively to the new realities in the television consumption related to the time shifted television viewing. In turn, this new methodological approach is compatible with future measurement systems for other areas and consumption platforms.