Audience Feedback

-          We already know that media producers make use of audience research.

-          Now would like to get some feedback back from the audience.

 - Questionnaires, Comments, focus groups (feedback)

- Focus Groups - made up of representations of the target audience.

- Audience Panels – members of panels provide feedback on a regular basis.

- Trialling and Testing – samples of the audience give feedback on short ‘pilot’ extracts of what the complete product will be like.

Reviews

-          Ordinary members of the target audience / professional reviewers who write reviews of the product for newspapers.

-          Sometimes provide the cruellest feedback of all.

Complaints

-          Can be received directly from members of the audience

-          May complain to an official body (eg: Ofcom for broadcasting , ASA fro advertising, Press Complaints Commission for newspapers and magazines)

Audiences:

-          Audience Information

-          Sources of Infromation

-          Audience Classification

Audience Information

-          Focus Groups

-          Questionaires

-          Research Agencies

-          Audience Measurement Panels/ Ratings

Focus Groups

-          Usually 8-10 people

-          Have understructured questions

-          Discussion

-          Qualitative data

-          Answers the hows and whys

Questionnaires

-          Advantages: can be collected from a large group of people; standardised questions; easy to analyse closed-ended questions

-          Disadvantages: open-ended can generate large amounts of data and take a long time to process; some questions may be left unanswered

Research Agencies

-          E.g.: Misco – it is an independent professional company providing marketing research, training and development, business consultancy and people selection

-          Other Research agencies – private

Audience Measurement:

-          What we call ratings- through surveys etc

-          Measures how many people are in an audience

o   E.g: television viewership

o   E.g: newspaper / magazine readership

o   E.g: web traffic on websites

TVM Leads Broadcasting Survey ( Tue, 2^nd Feb 2010 11:48 CET)

Check: Timesofmalta.com

Sources Of Information

-          Rate Cards

-          Advertisers’ Information Packs

-          Research Agencies