Design and Procedure of a Method for Audience Research in the Digital Context: From Linear Audience to Social Audience

Soledad Ruano-López (University of Extremadura, Spain) and M. Rosario Fernández-Falero (University of Extremadura, Spain)
Copyright: © 2022 |Pages: 95
EISBN13: 9781668471722|DOI: 10.4018/978-1-6684-4523-5.ch005
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Social networks host numerous comments on television programs. Two-screen viewing, where the viewer follows their favorite programs from the television screen, the screen of their computer, tablet, or mobile phone, allows the use of social networks to know the responses of viewers in real time, creating a communication channel (backchannel). Regarding the methodology, the analysis carried out in this work is based on the use of indicators. The main objective of this work is to show the methodology of evaluation by indicators in social networks of Spanish fiction series broadcast by general channels. In addition, a case study is included: series, programmed in prime time, on generalist television. In conclusion, the authors see that it is becoming more common for viewers to change their habits when consuming television programs. Once again it has been revealed in the analyzed series where the exclusive profiles of the series generate a greater linear audience.
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