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Towards a Tyranny of Tweeters? The Institutionalization of Social TV Analytics as
Market Information Regime
Allie Kosterich Philip M. Napoli
Rutgers University School of Communication & Information
Annual Meeting of the Association for Education in Journalism and Mass Communication San Francisco, California
August 7, 2015
● Nielsen ratings: primary currency for buying and selling TV audiences
● Technological development, diversity of programming, increase in programming delivery platforms, continued audience fragmentation → inadequate measurement
● 80% of networks don’t qualify for Nielsen ratings (as of 2011)
Television Audience Marketplace
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
● socially constructed mechanisms by which marketplace participants assess their performance and the performance of their competitors (Anand and Peterson, 2000) ○ e.g., movie box office reports, university rankings, book best-seller
charts
● Nielsen Ratings: television’s primary market information regime
● Social analytic-based ratings: television’s supplementary market information regime?
Market Information Regimes
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Greenwood et al. (2002) process of institutional change
Institutionalization
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Institutionalization in the TV Audience Marketplace
adapted from Greenwood et al. (2002)
Stage 1: Precipitating Jolts
● Technological change
● Audience fragmentation
● Inadequate measurement
● Destabilization of established ratings practices
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Stage 2: Deinstitutionalization
● “Backchannel” of audience data
● Emergence of social TV analytics
● Entrance of new startup players
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Stage 3: Preinstitutionalization
● Experimentation with social TV analytics
● Evaluation of engagement as alternative metric
● Exploration and participation by industry consortia
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Stage 4: Theorization
● Moral legitimacy via connections between social TV analytics and “big data”
● Pragmatic legitimacy via relationship between social TV activity and advertising recall
● Pragmatic legitimacy via adoption of social TV ratings as currency for underserved stakeholders
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Stage 5: Diffusion
● Growing adoption of social TV analytics
● Utilization of social TV analytics in organizational decision-making
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
Stage 6: Reinstitutionalization
● Incumbent cooptation
● Social TV analytics as supplementary market information regime
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion
● Social TV analytics as supplementary market information regime. ● Tyranny of Tweeters? Unlikely. ● TV industry can (must?) embrace additional value criteria beyond
exposure.
Future research: ● Cultural implications of additional MIR ● Comparative analyses of “hit” programs ● Assessment of social TV analytic methodologies ● Examination of incorporation of social TV analytics in organizational
routines
Discussion and Future Research
Overview Theoretical Framing Institutionalization in TV Marketplace Conclusion