Creating the Viewer: Market Research and the Evolving Media Ecosystem

Creating the Viewer is a study of primary media market research, examining different methods used to understand how the viewer is pictured in the industry. It looks at talent testing, pilot testing, series maintenance, brand studies, and new show "ideation" and provides examples from various programming. It also examines brand studies for networks such as E! and discusses how the concept of the viewer has changed in the age of streaming.

Format: Paperback / softback
Length: 328 pages
Publication date: 23 April 2024
Publisher: University of Texas Press

A comprehensive study of the often-overlooked realm of primary media market research and the diverse methodologies employed to comprehend the portrayal of viewers in the industry has been conducted. The inaugural book on the intersection of market research and media, titled Creating the Viewer, offers a critical examination of media companies' studies of television viewers, the underlying assumptions behind these studies, and the constructed images of viewers that emerge from them. Justin Wyatt delves into various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show "ideation," drawing examples from a wide array of programming, including news, sitcoms, reality shows, and dramas. He explores brand studies for networks such as E! and examines how the brands of individuals like showrunner Ryan Murphy can be tested. This book serves as both an analytical and practical resource, featuring sample questionnaires and study paths for moderators and research analysts to follow. Drawing from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks ahead to the future of media viewership, discussing how the concept of the viewer has evolved in the streaming era, how services like Netflix approach market research, and how viewers themselves can influence the industry through their media choices, behaviors, and activities.

Weight: 540g
Dimension: 229 x 152 x 30 (mm)
ISBN-13: 9781477329061