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Reconfiguring the Audience Commodity: The Institutionalization of Social TV Analytics as Market Information Regime

Publication ,  Journal Article
Kosterich, A; Napoli, PM
Published in: Television and New Media
March 1, 2016

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.

Duke Scholars

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Published In

Television and New Media

DOI

EISSN

1552-8316

ISSN

1527-4764

Publication Date

March 1, 2016

Volume

17

Issue

3

Start / End Page

254 / 271

Related Subject Headings

  • 4702 Cultural studies
  • 4701 Communication and media studies
  • 3605 Screen and digital media
  • 2002 Cultural Studies
  • 2001 Communication and Media Studies
  • 1902 Film, Television and Digital Media
 

Citation

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Kosterich, A., & Napoli, P. M. (2016). Reconfiguring the Audience Commodity: The Institutionalization of Social TV Analytics as Market Information Regime. Television and New Media, 17(3), 254–271. https://doi.org/10.1177/1527476415597480
Kosterich, A., and P. M. Napoli. “Reconfiguring the Audience Commodity: The Institutionalization of Social TV Analytics as Market Information Regime.” Television and New Media 17, no. 3 (March 1, 2016): 254–71. https://doi.org/10.1177/1527476415597480.
Kosterich A, Napoli PM. Reconfiguring the Audience Commodity: The Institutionalization of Social TV Analytics as Market Information Regime. Television and New Media. 2016 Mar 1;17(3):254–71.
Kosterich, A., and P. M. Napoli. “Reconfiguring the Audience Commodity: The Institutionalization of Social TV Analytics as Market Information Regime.” Television and New Media, vol. 17, no. 3, Mar. 2016, pp. 254–71. Scopus, doi:10.1177/1527476415597480.
Kosterich A, Napoli PM. Reconfiguring the Audience Commodity: The Institutionalization of Social TV Analytics as Market Information Regime. Television and New Media. 2016 Mar 1;17(3):254–271.
Journal cover image

Published In

Television and New Media

DOI

EISSN

1552-8316

ISSN

1527-4764

Publication Date

March 1, 2016

Volume

17

Issue

3

Start / End Page

254 / 271

Related Subject Headings

  • 4702 Cultural studies
  • 4701 Communication and media studies
  • 3605 Screen and digital media
  • 2002 Cultural Studies
  • 2001 Communication and Media Studies
  • 1902 Film, Television and Digital Media