Evolución de la medición digital de la audiencia en el mercado español: estado de la cuestión y retos de futuro
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Resumen: La medición de la audiencia online siempre ha generado dificultades, entre otros factores, por tratar de encontrar una metodología adecuada a las particulares propiedades del medio. Internet estaba llamado a ser desde su nacimiento el medio mejor medido (Lamas, 2010), sin embargo, hoy en día todavía quedan múltiples interrogantes por resolver. El objetivo de esta investigación es estudiar la evolución del sistema de medición de la audiencia digital en el entorno español de modo que se aportarán los indicadores y parámetros, así como la tecnología utilizada, para medir la audiencia digital en el mercado español. A través de una metodología mixta se examina el sistema actual de medición de audiencias digitales en España contando con las declaraciones de algunos expertos del sector. La empresa medidora oficial, Comscore basa su trabajo en la medición censal, muestral y la procedente de datos de otros operadores digitales colaboradores. A través de la metodología híbrida presenta los datos de consumo digital en España. Las opiniones de los expertos indican que no se trata de un sistema perfecto y presenta algunas deficiencias y variados retos. Todavía estamos lejos de disponer de un sistema consolidado y consensuado, principalmente porque dado que es un objeto de estudio que se encuentra en transformación constante por los avances técnicos, también los sistemas de medición se tienen que ir adaptando a esas nuevas necesidades, así como a mejoras en la financiación. El modelo actual difícilmente refleja el consumo digital en España a pesar de haber introducido nuevas tecnologías de monitorización.
Abstract: Online audience measurement has always been difficult for various reasons, including the search for a suitable methodology to study particular characteristics of this media. The internet has been called the most well-measured media (Lamas, 2010), but many questions remain unresolved today. The aim of this study is to study the digital audience measurement system in the Spanish environment in order to provide indicators and parameters, as well as the technology used to measure the digital audience in the Spanish market. The current system for measuring digital audiences in Spain is analyzed based on a mixed methodology including statements by experts. The official measuring company, Comscore, bases its work on the census, sampling, and data from other collaborating digital operators. The results of the hybrid methodology provide digital consumption data for Spain. The experts’ opinions indicate that the system is not perfect and presents various deficiencies and challenges. A consolidated and consensual system remains far off, mainly because, since the object of study is in constant transformation due to technical advances, measurement systems must also be adapted to these new needs as well as to improvements in financing. Despite the introduction of new monitoring technologies, the current model barely reflects digital consumption in Spain.
Abstract: Online audience measurement has always been difficult for various reasons, including the search for a suitable methodology to study particular characteristics of this media. The internet has been called the most well-measured media (Lamas, 2010), but many questions remain unresolved today. The aim of this study is to study the digital audience measurement system in the Spanish environment in order to provide indicators and parameters, as well as the technology used to measure the digital audience in the Spanish market. The current system for measuring digital audiences in Spain is analyzed based on a mixed methodology including statements by experts. The official measuring company, Comscore, bases its work on the census, sampling, and data from other collaborating digital operators. The results of the hybrid methodology provide digital consumption data for Spain. The experts’ opinions indicate that the system is not perfect and presents various deficiencies and challenges. A consolidated and consensual system remains far off, mainly because, since the object of study is in constant transformation due to technical advances, measurement systems must also be adapted to these new needs as well as to improvements in financing. Despite the introduction of new monitoring technologies, the current model barely reflects digital consumption in Spain.