Media research: TV viewers' data drive
Sue GrayChannel 4
Channel 4's viewer-centric database, matches viewing data with viewers' purchasing behaviour and exposure to advertising.
By 2020, it is predicted that two-thirds of all audiovisual consumption will be via connected devices (Oliver & Ohlbaum). This transition in viewing technology has profound implications for the viewer, the broadcaster and the relationship between them. The traditional TV advertising model is being challenged, as TV audiences increasingly consume content on-demand and fragment across viewing platforms. However, connected viewing (and its return path data) presents broadcasters with key strategic opportunities: the opportunity to develop...