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Big data in systems of Tv programmes and advertising audience measurements

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  • Angelo Amoroso

Abstract

Big data is an emerging reality in television audience measurement (TAM). In an increasingly fragmented TV environment, big data can provide great accuracy to TV analysts and advertising planners. However, since big data is usually a by-product of other initiatives, attention must be paid to bias control, to ensure that the system is carefully designed and managed by statisticians, especially if big data is integrated in the TAM vocabulary, and thus used to regulate companies' commercial transactions.

Suggested Citation

  • Angelo Amoroso, 2016. "Big data in systems of Tv programmes and advertising audience measurements," Economia della Cultura, Società editrice il Mulino, issue 4, pages 535-544.
    • Handle: RePEc:mul:jkrece:doi:10.1446/85784:y:2016:i:4:p:535-544
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