Market Information: Popularity Flashcards
Briefly explain poplarity based judgement devices
When we make decisions on the basis of popularity or apparent popularity
Recall the Salganik experiment (superstar paper)
Two ways that we collect popularity data
- Reported measure
- Passive monitoring
Reported Measure
consumers are responsible for recording the consumption
e.g. recording what they watched in a diary
Passive Monitoring
when are computer or technology records cosumptions habits
e.g. Soundscan on a cash register records which records are being purchased
What is the long term trend with methods for collecting popularity data?
Reported measures being replaced with passive monitoring
Radio Station Airplay: Recorded vs Passive
used to ask stations what they were playing for the week but switch to media base system allowing computers with FM antennas to listen and record the songs
TV: Recorded vs Passive Data
used to use Neilson diaries where people wrote down what they watched but replaced by the People Meter, which automatically records the channels you watch
same goes for radio with the Portable People Meter
What caused the shift to passive monitoring?
Is more accurate the human monitoring, which is prone to error
Example of errors with recorded measure
country music seemingly became popular overnight because purchases weren’t being accurately recorded
caused industry to become interested in country music
Are recorded measures still used today?
Yes, diaries are used as supplemental material to gather demographic information
Sweeps
the time period where diaries are sent out
How does sweeps influence tv?
The best shows are put on the air because they want high ratings in order to charge higher ad rates
*Nielson Local People Meter
-uses a large sample size of people meters in 10 largest US cities
-revealed that ratings for cable are higher than for broadcast tv
-“Don’t Count Us Out Coalition” was a disguise by Fox, which made money from broadcasting and risked losing money if people switched to cable
