Creating the viewer : market research and the evolving media ecosystem / Justin Wyatt.

Format:

Book

Author/Creator:

Wyatt, Justin.

Language:

English

Subjects (All):

Television broadcasting--Marketing.

Television broadcasting.

Television production companies--Marketing.

Television production companies.

Television programs--Marketing--Case studies.

Television programs.

Television programs--Marketing.

Television viewers--Research--Methodology.

Television viewers.

Television viewers--Research.

Physical Description:

1 online resource (326 pages)

Edition:

First edition.

Place of Publication:

Austin : University of Texas Press, 2024.

Summary:

"The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies' studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show "ideation," providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities"-- Provided by publisher.

Contents:

Part I. Introduction. Considering viewership

The terrain of media market research : partners, projects & communication

Part II. The battery of media market research studies

Pilot testing & series maintenance

Brand alignment & derailment

Talent testing & media research : gauging awareness & connection

Ideation & content co-creation

Part III. Rethinking the viewer

The (manipulated) performance of market research

A corrective for media market research & you.

Notes:

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9781477329085

9781477329078

1477329072

OCLC:

1393305693