Media audience research, both traditional and the one born after digitalization and the arrival of the internet, is one of the key elements for the definition of the communication policies, the activity of the advertising industry and specially of the professionals of the media and, of course, the agencies and institutions dedicated to applied social research. In particular nowadays, as a result of the proliferation of media, platforms and technological resources available to the population.
That is why it is very relevant to learn more in depth about the methodologies and technological resources used today, and those that will soon be applied in this changing world of audience research. In particular, the massive analysis of data as it comes very strongly to complete those more traditional studies.
This summer course, will make an thorough analysis of the most relevant companies and institutions involved in audience research in Spanish and in the Basque Country: AIMC, Kantar Media, Comscore, CIES, Kultur Behatokia ...
The summer course will be an excellent opportunity to update knowledge about the current situation of audience research and the new trends in media research.
29 of june
17:45-19:45 Round table. The future challenges of audience research with AIMC, Kantar Media, Comscore and CIES.
30 of june
15:45-17:45 Interview. Big data, streaming and programming services. Interview to Elena Neira.
Methodologies and technological resources in media audience