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Audiencias crossmedia: nuevas métricas y perfiles profesionales en los medios españoles

The relation between infomediary sector and audience measurement is tight: six out of ten entities cited by Spanish companies as data & information source providers are closely related to this area of audience measurement. The media convergence leads to loss of value of some former studies. Alternative sources are used, whereas the consensus is being improved around the long-awaited measurement model of crossmedia. This article analyses the main audience measurement tools used by those Spanish media with more online readers, as well as checking out the existence of new professional profiles. The research employs a quantitative methodology based on surveys of eleven audience editors and digital analysts. Findings show that media are interested in monitoring the behavior of their users, although divergences are observed in the tools used, in the organizational structures and in the labels with which they name these new roles.

Keywords Audiences; Metrics; Online media; Crossmedia; Professional profiles; Participation.

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Author: Ana Isabel Rodríguez Vázquez , Sabela Direito Rebollal, Alba Silva Rodríguez Year: 2018Titulo: Audiencias crossmedia: nuevas métricas y perfiles profesionales en los medios españoles Category: Scientific article Title magazine/book: El Profesional de la InformaciónVolume: 27Number: 4Beginning page: 793Ending page: 800URL: https://doi.org/10.3145/epi.2018.jul.08
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